I also think this is a shiny thing for the R&F as other bigger changes are coming. Pants and ties and beards mean nothing in the big picture really to a multi million $$ corporation. Keeps the flock grateful for this little bone that makes it easier for them to be in the club.
This corporation is in real estate as stated on one of their tax filings. Rebranding to protect their assets I see would be its goal, at some point. It already started with JWdotorg. Which was really brilliant IMHO. These simple freebies to the followers keeps them distracted.
I was talking with an exJW, this all must be a head scratcher for thinkers. But it makes it all easier for them to stick with it through the cognitive dissonance some must feel.