IMHO this article serves two key purposes, one of which is, as others have pointed out, to generate urgency and ensure a sense of imminence is the dominant position. Any who express caution about this will once again be marginalised.
The other key purpose seems to be to tackle the whole 1914-2014, 100 years thang. They are hitting it head on, celebrating the fact it's been 100 years. This undermines any seditious talk about the ridiculous nature of the whole affair. They are then tying the two together to basically try and ensure all the faithfull are 100% clear that the end is not just close, but really, really close. They, as usual, seek to do this without making any real commitment on timescale.
The reality is that most witnesses seem to operate quite happily with a 5 year timeframe. 1-2 years is too close if nothing matches the expectation (e.g. religion being turned on the UN). 4-5 years is close enough to feel like they don't have to worry about paying the mortgage off and they need to keep looking busy in WT activities. If you start going much beyond that then people will slack off.
I would expect more rhetoric over the next few months, perhaps up to and beyond the international conventions next year, that reinforces this take on the generations and 1914. I would not be surprised if it then calms down a bit otherwise they will be in danger of having to commit to something concrete. They can then sit back for a couple of years before having to work out how they are going to handle the lack of prophetic fulfillment towards 2019-2020.
Don't forget as well that they are planning on finishing Warwick in 2017/2018 so you are looking at a load of fanfare then. This in itself provides plenty of distraction and opportunity to say how Jehovah is making these things happen just in time for the big A.