They are too far deep into it now, to turn around. Two years ago the current appearance of the organization would have been unthinkable to any who were there for any time in years past. They sold their soul to the golden calf of JW.org and whatever comes with it.
Only the most indoctrinated drone would actually think what WTS is doing is "cool". All this is doing is polarizing the membership further. Those that refuse to think will buy into the "cooler" message, while those that have more than two functioning brain cells will be further repelled by it.
WT will sink itself.
d4g