I see it as less of a rant, and more of a thorough news article, with plenty of examples cited, Watchtower articles & books properly referenced down to the page/s. If only the Watchtower would provide references like that, or perhaps not take the ones they DO so out-of-context.
The author ties the blood transfusion issue into one if the WT's MANY false promises, while building the case that all these FALSE PROMISES are tantamount to a ponzi scheme. He ties these seemingly loose ends together at the end of the article, making a good case for the WT being a big scam.
It reminded me of some of the articles I've read in "The Economist," concerning such schemes in the business world. To someone accustomed to a more 'get-to-the-point,' style of writing, this piece might be a little incoherent, or at least long-winded.