Whats happening: since JW.ORG is the new official WTS mouthpiece, the rank and file make the use of it like it's something "devine".
I hear witnesses saying "The organization is the first organization using online publications" and "We are far ahead".
It look likes JW.ORG is a blessing from Jehovah. (remember hearing a CO saying "Brothers who say the internet has to be used for witnessing are apostates!)
So every witness who's saying "The society prefers real magazines instead of online pdf's" is going against the mainstream.
It's a very strange proces and has nothing to do with the Kotler change model, but with the cultish change model.