''draws a clear picture of what jw's are about and will affect outsiders perceptions".
I often think something will have to 'give'. Will outsiders perceive JWs as a harmful Cult? Are the WT panicking (judging by the crap they are now churning out, they appear to be losing any 'direction'). As other posters have pointed out, d'fing is a last hold, and with young children being born into an internet based World, the WT needs to instil guilt at an early age by planting fear. It's mental abuse. They are deliberately targetting their future victims, because without them I believe this 'religion' would collapse on itself. The WT has thought ahead trying to secure its own future.