I see two possible futures for any small cult like religion like the JWs. . Either they move away from the doomsday ideology and become more mainstream in order to grow or they become even more cult like and crazy, driving away people who cannot tolerate the more negative aspects.
It appears to me that the GB is moving towards becoming even more cult like. They could have dropped the generation teaching and stopped insisting Armageddon is happening any day but they did not. They could have dropped the shunning, but they have not. They could have quietly dropped the ban on blood transfusions but they have not. They attempt to appear more mainstream by the website and videos, but the content of the videos is anything but mainstream.
Other things that indicate they are moving towards tighter control and more cult like behavior.
Obsession with tight pants and the fear of homosexuals
Continuing to encourage, even demand baptism of minors
Bunker mentality (Videos of people hiding in basements during the great tribulation)
Elevating the governing body to godlike status
Selling off property and drastic cost cutting
I think they will soon be facing a drop in membership. This will be hard to stop given that they don't appear willing to compromise or drop unsustainable policies, instead focusing on fear and control.