I think they are trying to strain out the Fence Sitters and Faders. They are in the midst of building their new Headquarters and I hope they realize that with the Fence sitters and Faders goes the $$$$$$.
You may well be right about them using it to out fence-sitters and faders. I guess time will tell. Since it's 'optional' to watch the online stuff, those who aren't buying it anymore won't watch and it will be a little conspicuous from time to time allowing them to be identified more easily. I can also see them making it a regular feature of the meetings, though. The opportunity for increased indoctrination straight from the top (as well as fulfilling the GB's apparent need for the spotlight) will probably win out over picking out the ones that are only going to leave anyway.
I disagree, though, on the money. The fence-sitters and faders (faders especially) probably donate very little if anything at all. I tapered off donating at the KH probably 8 years ago, and stopped donating at conventions 3 years before I woke up to TTATT. If anything, the faders are costing them money, because if not for them taking up extra seats and not paying, they could consolidate KHs and sell some off, keeping the cash.