Its both. The end is always considered imminent in WT world. When you're aiding a pregnant woman through delivery, you continually say: "ONE MORE!" and again: "ONE MORE!" until she delivers. The GB knows they have major problems, so they continue to keep the rank and file on the treadmill.
Combine that with the constant RBC work, for real estate profits, cutting back on size of magazines, even circulating questionnaires in an attempt to make all new releases direct to internet.....this organization is all about saving money, so that there will still be an organization.