Well, imagine this. Somebody picks up a watchtower or awake in their doctor's waiting room and they're interested in finding out more. There wasn't a JW at the doctor's office to talk to and the website wasn't prominently displayed (if it was there, I bet it's buried or in small print). So, they go home and google Watchtower. watchtower.org (the official site) comes up first, but above the website, there are product search results for "watchtower" as well. One of them is a link to a book on Barnes & Noble called "Index of Watchtower Errors, 1879 to 1989".
Among other links on the page are watchtower.observer.org, freeminds.org, www.watchtowerinformationservice.org, and others.
So, once again, they are trapped by their own rigid viewpoints. After warning everyone about the internet and trying to keep people off of it, it's hard for them to advertise their own website which will draw curious JWs onto the evil internet or make some think there's a double-standard. But without advertising their website, "interested ones" looking for more info on the net won't know exactly where to go and will be forced to use a search engine to find their website. And along with their website, they will find all sorts of anti-JW sites!!!
It would seem to me their goals would be better met by advertising their website prominently. It might send a mixed message to some JWs, but the well brainwashed JW will be able to distinguish between their "safe" site and the "evil" rest of the internet. It shows what they feel about the intelligence of their followers that they don't trust them to know the difference. There's many reasons for people to be online. They can't stop that. The best they can do is accept it and work with it.