I spoke to my never a JW husband about this and his immediate reaction was that they are having a numbers problem and softening up.
I told him that the 'no beards' rule was never a rule that they put in writing for JW men in general and it was only written in relation to appointed Brothers and full time volunteers.
He thinks that this will be where the biggest problem lies with JWs. He said that it is when unwritten rules change that it becomes harder for people to accept than if the original rule had been written.
His reasoning is that it's easy enough for people to accept a change in rules when the written rule has changed from one thing to another. It's clear in their mind and easily acceptable but when the original rule was unwritten the individual has had to make a decision to take ownership of it and accept it. They claim the original rule for themselves, to put it another way, they bought into it. Now to be told that it was basically wrong it will be very hard for them to accept that view. They will continue to feel that it's wrong.
I said that the problem should be easy as these Brothers can simply choose not to have a beard he said yes but there will be those that will look down or express their disappointment/disapproval in their fellow Brothers for choosing to grow one. They will continue to feel that it's unacceptable.
The GB did address some Brothers being disappointed by stating that they shouldn't be because they were loyal and obedient. But it's not addressing all those Brothers who accepted the unwritten rule who weren't in positions where it supposedly only applied to.
This would feel like an attack on their own rules of modesty.