I'm not in the congregation any longer , but it does seem really odd.
Trying to discern the machinations behind the goings on of the WTBTS is like trying to discern who is really in charge in North Korea - just snippets & rumours here and there.
It almost seems something like "empire building" by the new GB. The old , more "conservative" ( with a small C " ) guys ( like Barr etc ) have died off to be replaced by these odd younger characters who seem to be very much "puffed up with pride". They've quickly redefined the faithful & discreet slave as themselves and are very disparaging of non GB " anointed" ones. They like to promote themselves through numerous zone visits & big talks as well as the JW media stuff. Years ago most JWs would struggle to name one member of the GB ( maybe the President ) whereas now they are all household names in the congregations. I sat through a family gathering a few months ago & constantly when the conversation went on JW matters the JW relatives name checked various members of the GB who were regarded as really special people.
Fundamentally the whole business model has shifted from the selling of religious literature to building & flipping real estate. That is hugely profitable ( the bulk of the cost of any building - 60%-70% is labour - get it virtually free and it is like having a license to print money ) but it does require a lot of cash up front ( as well as a constant supply of gullible drones who think they are doing "God's will" at their own expense ). Hence the constant encouragement to donate , donate & donate and the grab of money from the congregations savings.