The WTS struggles to survive in the 21st century, what with the Internet, social media, instant communication, instant video, instant music, instant porn, er, not that I'd know anything about that last one... but anyhoo...
As they struggle to keep the young ones indoctrinated, they've finally realized that sitting in WT meetings four days a week, and knocking on doors at least once a week is not appealing to millennials, and with all the new technology at their fingertips, it doesn't take but a couple of clicks of a mouse to find enough disturbing info on the WTS to encourage them to fade away.
So what to do? Well, if you can't beat em, join em. After years of demonizing the Internet, televangelists, showboating religious leaders, and discouraging anything that could lead a person to question their authority, they finally figured out they can't beat em. So, they joined em. JW TV on the Interwebs, featuring GB members giving talks...ala televangelist style. A new JW logo designed to make people proud to wear the logo. CGI videos of children obeying Jehovah the GB, and now YouTube style videos of singing carts.
They've lost the 30somethings and 20somethings. They have to reinvent themselves in order to keep little kids indoctrinated, without thinking or doubting. So they have started these new trends that us oldsters have trouble believing, because in our day, just watching TV or listening to music was frowned on. When kids are playing games on smartphones and tablets before they can walk, you damn well better change your position on technology if you want even a gnat's chance in hell at retaining the youth when they hit their teens.
On one hand, it's an admittance of defeat...that the old ways don't work and are dead, but on the other, it's a diabolical plot to reinvent, and keep running, a dangerous mind control cult.