I think they're definitely preparing people for more shrinkage and consolidations and they want people nice and pre-guilted for daring to even think about not liking it. One message I get from this is "it's not if you are reassigned it's when."
With JW broacasting " big mother" is already on their screens and in their lounge rooms so dialing up the "you must be prepared for any eventuality and announcement" makes sense as it keeps people glued to JW broadcast for news. The ultimate clickbait.
The sub-message is harder to identify but continued adjustments of one kind or another is guarranteed.