It's just the latest communication tool and technology. I don't see it as being the huge deal that some 'apostates' are making it out to be.
It used to be "oooh, they got colour Watchtower and Awake magazines now", then "oooh, they got videos now", then "oooh, they got DVD's now", and now it's "oooh, they got a new website called JW.BORG now."
Just the same old white-washed grave being painted over again with the latest trendy colour.