Think it's more the byproduct of delusion than a cunning plan. They currently seem to be in the process of trying to redo Rutherford's big ideas on how to apply bible prophesy. I wonder how many still inside and believing would even be aware of what the changes mean beyond 'new light' and swallowing everything whole. My money is on them declaring Armageddon as having started in some way. Book of Revelation is due a reinterpretation from all the Rutherford-era events.
"And the first trumpet was obviously the historic opening of JW.org website. And the second trumpet was the history making first television broadcast on it."
That kind of babbling buffoonery to keep everyone involved with thinking the end is even nigh-er than before again.