Pure speculation for several reasons.
"Friends, it has been 100 momentous years since Christ arrived as King. In the last 100 years a great shout of praise has gone up to Jehovah. Technology has greatly changed the way people live and communicate and Jehovah has made sure that his organization is on the forefront of these changes. we can now say with all confidence that the work of preaching the good news to the entire inhabited earth has been accomplished. Jw.org is the most visited religous website, and that could not have happened without your self sacrificing spirit as you advertised the kingdom."
Since we have this tool Jw.org to reach people throughout the world wherever they are, it has been decided that the primary focus of all Christians will be to support hundreds of building projects that are in planning or construction. Please contact your branch construction overseer for more details.
reasons for thinking this....
when was the last time pioneering was really highlighted?