The change to the study watchtower was a big one for me too, I can't believe I left that of my list.
I remember thinking about a year prior to their fling the public vs private WT that the study articles often contained stuff that would be offensive to non-jws that we should probably not be giving that stuff to people the first time we meet them. I mean how should we expect people to react if we give then a magazine that contains specific condemnation of their religion? Then not long after that I read an article that analyzed the Catholic church through the lends of it being a religion of secrets, where theres layers of of doctrine that only get revealed as you get deeper in. A comparison was made to Scientology wherein people start out thinking it's just some sorta spiritual thing, but once they're sucked in they're told of aliens and furnished souls possessing humans etc. At first, I read the article as confirmation that Catholics didn't know anything about the Bible and it was all about tradition, but then I started to see the parallels. When they started the study/public WT thing, it became a lot stronger.