I think they see as a good way to drum up enthusiasm amongst the rank and file. With increased enthusiasm comes better meeting attendance, more hours in the ministry, etc. NuLite TM also helps J-dubs feel like the fulfillment of prophecy is that much closer. Whenever there's been NuLite TM recently, many of the Jdubs I know view it as a sign that "the end must be SOOO CLOSE!"
It's not like world events have been very coopertive lately that the goverments will turn on religion, or that "Peace and Security!" is about to be declared, so instead of sitting on their hands waiting for nothing to happen, NuLite TM helps keep everyone thinking the Great Trib is going to start any day now.