Who is going to even know what "JW.org" is, aside from the 0.1% of the population that are already JWs?
But that's exactly the point. "Jehovah's Witnesses" triggers assocations like "cult", "crazy sect" in pretty much anyone's mind. That JW.ORG logo on the other hand could as well be a cosmetics or clothing brand.
It's certainly a good idea from a marketing perspective to get rid of the dusty old presentation they had, but of course it goes only skin deep. Same old ideology as before, just a bit of sugar coating. I'm pretty sure that back in Rutherford's day, the JWs must have appeared very progressive and modern as well, and in fact they've modernised their appearance every couple of decades.
It's funny to read the JW comments on this. Some go totally crazy over this, admitting that they never meet anyone in door to door service. Why? Well, obviously they must be shopping on high street and looking for groceries, shoes, and eternal life.