Like many religious movements based on apocalyptic speculation, the early days must have been exciting. The picketing, the conventions, radio stations, campaigns, ect.
What I find especially interesting is that the Watchtower seems to think it can recreate the excitement of the 1920's-1950's by simply telling people that they should be excited. You can't force that level of enthusiasm on people, mainly because it's spontaneous. It's of the moment, determined by history. I am actually quite surprised the Watchtower hasn't really caught on to the differences between the 1920's Watchtower and the 2008 Watchtower. There was a reason people were more excited back then and it's worth their while to figure out why.