I wonder if there is a snowball effect on their zeal? I think in the past if you didn't have the zeal you felt you were supposed to you faked it. Maybe so many people were faking it that it's starting to become unavoidable not to let the real lack of zeal leak out. And as that happens more and more feel it's acceptable to let their lack of zeal show - without even realizing what is happening.
This seems like a really hard trend for the organization to stop, maybe impossible. I agree that it's a bigger issue than apostates.