It used to be yet another source of annoyance to me, the constant "Put your brown trousers on, the Big A is so close !!!!!!!"
I always viewed the Big A as being only a hiccup in my service to J, like the 70CE events were to Christians then, sure, their " system of things" had ended, but they just carried on being Christians, the "End" held no fear for me, and I rather hoped it was a long way off, so more could be saved, how naive was I ?
The ramping up of hysteria about it certainly seems cyclical, though it was always mentioned, and they seem to be doing it more now, they will be in a fix when 2014 passes of course, any JW with half a sparking brain cell will ask; " 100 years,and two things have happened, not much and bugger-all, what is wrong ?"