JeffT, I agree with your OP.
It is clear from an outsider's view, that the sweeping changes being made, (including that of the sale of a portfolio of premium NYC properties), is part of both a business strategy change, along with an even larger effort of rebranding. They cannot make money selling printed literature anymore, so an alternative finance source is being sought. The "product", (whatever they offer on their website or in the KH), is basically "free", while their business is to be financed by the perpetual investment in, and resale of properties over time. Time will tell if this actually works or not.
The rebranding effort is about the product being offered. That has to be attractive enough to keep members in, and keep them donating to the "world wide work", (aka real estate fund). This is the tricky part, since unlike Google or another web service with broad reach and enormous amounts of advertising money as the financier, the WTS somehow needs to keep members' interest enough to want to donate. On the face of it, that does not appear to be a recipe for success. There are no historical examples of this being done quite this way to my recollection.
d4g