Becoming more mainstream may allow them to keep more people from leaving, but at the cost of their unique identity (which is not a bad thing).
This is interesting indeed. They always sold themselves so separate from every other religions and they always claimed to be so special and this is slowly fading away.
- Saying no to the military even to alternative service
- Being the biggest religious publishing house in the world.
- Active house to house preaching
- Strong meeting attendance
- The theocratic school
Now, in practice, what really sets them apart?
- not celebrating Christmas, and most holidays
- Disfellowshiping
- no smoking, no blood
- teaching that Jesus died on a stake
As for some of their redeeming qualities, a lot of religions also have that
- Strong community, sense of brotherhood
- dress well when they go to church
- people who attend generally try to do good and encourage each other to do good
So, yeah, they are loosing their uniqueness and that might not help them in getting new converts as this was one of their biggest selling points.