I don't buy into the GB-as-cynics theory. If this were true, why do they continue to deploy a free labor force of millions into a service that provides next to zero results (field service). If the GB were cynics and businessmen, wouldn't they deploy the labor force into projects like building kingdom/assembly halls or otherwise deploy that labor in a way that strengthens the bottom line?
Now that being said, if they continue to beef up their online presence and show true business savvy in other ways, I might begin to change my opinion.