Do they really want the average Joe-in-the-street to connect the dots between "Jehovah's Witnesses" and "the internet"?
I don't think this reflects a lack of thought on their part. Up to now they've eschewed the internet precisely for the reasons you mention. The more likely explanation is that their management-by-committee structure breeds schizophrenic decision making.
At some point a GB member or two changed their views or a particularly intractable GB member or two died and the scales were tipped in favor of this new approach. Given that leadership consists of a bunch of geriatric buffoons, it's no wonder the rollout has been less than stellar.