The past few years have been a big slide for the WTBTS. A big part of it is that they were forced to abandon their 1914 generation explaination because it was expiring. Rather than abandoning it altogether or opting for 20 years more time by accepting the true dates for Jerusalem's fall, they chose an explaination that was open-ended and gave no expiration date. As far as JWs are concerned, this "generation" could be 1000 years long. They killed the urgency right then and there and are desperate to revive it.
That urgency kept people going. The fear that the big A was right around the corner certainly kept me frightened. JWs have lost their urgency. While this new push may stir it up momentarily, it will fade again. On the other hand, if they keep playing the urgency card, a lot of people will go with it for only so long and tire when they don't see anything happen. Damned if they do, damned if they don't.
The problem is and continues to be their reluctance to drop 1914 as the bogus date it is. Next year will be 90 years. Before you know it, it'll have been 100 years, then 125, then 150. As time goes on, it's harder and harder to convince people Christ returned in 1914. If somebody said Christ returned in 1404, nobody would believe them. Tell them 1812 and nobody will believe you. Even if you fall for that "invisible prescence" thing, the further in the past that was, the less believable it is. If Christ did come and is ruling, what's he waiting for? That stuff may fly for somebody who's been a JW for years or senior citizens, but try convincing some 20 year old that Jesus already came in some year that is ancient history to them.
But, drop 1914 and they've got troubles there too. After all, WW1 started in 1914, "proving" their date. And they got jailed, also "proving" their date. There are many other doctrines and assertions surrounding 1914 that would have to be abandoned. Not that they haven't kept hush-hush for a while, then rolled out a new doctrine before. But they aren't keeping hush-hush about these things. The Isaiah book just repeated some of these myths surrounding 1914. This article reinforces 1914. If 1914 and these things keep getting talked about, they can't drop them so quickly.
For those of us who enjoy watching their control slip, they are painting themselves into a corner. Every time they mention 1914, they have to wait longer before they can drop it. But the longer they wait, the less credible 1914 is. The only way out will be a radical change in beliefs. That will send many running, but an entirely revamped belief system may attract many new ones too.