Lot's of public friendly rebranding using only the letters JW.
High end photoshoots, videography, and production trying to seem more like a mainstream religion.
The internet is not as demonized as even 5 years ago. 'Apostate sites', social networks, and 'time wasting video sharing websites' still get flack in the magazines though.
Speaking of magazines - the Awake has been cut down to 16 pages from 30 something.
The cult is downsizing to hoarde $$$$$$$$
Doctrine has been dumbed down, but JWs are still just as gullible.