I was reading a Bart Ehrman book,
Armageddon: What the Bible Really Says about the End
NO, I won't bore you with complicated various theories I was reading. But two things I picked up on were that many groups' theology, including JW's, has a materialistic future in mind. JW's imagine paradise, living in nice mansions left empty when Deniers were destroyed.
The other thing I noticed was how the idea of the end being "soon" has always had to morph as time marched on.
The apostles supposedly expected all these things in their lifetime. Augustine converted because the end was soon. Coincidentally, Napoleon attacked the Vatican when it was imminently soon expected, similar to World War breaking out when CTRussell expected the end soon...after other disappointments.
Heck, I became a JW because Jehovah called me when it was extremely soon in 1988, as the Generation was very old.
I think that's wearing out soon.