Sir82 hits the nail on the head. This is an issue the WTS has been struggling with since the 1995 generation teaching really took the steam out of the movement. The realization that the end may not come in the person's lifetime had a subtle but noticable effect.
So, the issue for the WTS is that they will need to either: 1) accept the lower level of zeal and be happy with just coasting along, slowing losing more and more influence or 2) try to find some way to reignite the fuse. They're obviously trying #2 and think that this rejuggling of the generation teaching will generate enough speculation to capture some of that pre-75 fire.
But, the old timers who remember 75 aren't going "all in" again. The 40ish folks (unfortunately I'm now included in that group) that grew up "in the truth" and are still around have long since realized that the end can't be predicted and are more concerned with raising families and saving for retirement than willing to go "all in". The younger folks in the internet generation (which of course overlapps with the horse and buggy generation according to the WTS's new definition) are not sticking around either.
If the WTS were smart, they would tweak the business model to become more of a mainstream type religion ala LDS. If they dropped shunning, made blood a conscious matter and encouraged community service instead of FS (still keeping missionaries and local pioneers), I'm convinced that they would make more money. They could keep the entire doctrinal structure including the whole 1914 mess and likely stem the losses and retain more members in developed countries which means more donations.
I wonder how long its going to take them to come to this conclusion?