Personally, I always likened it to Orwell's 1984 and Winston Smith's arrest, imprisionment, and torture in the Ministry of Love.
"We are at war with Eurasia. We have always been at war with Eurasia" said the Party.
Then, overnight, the Party suddenly wasn't at war with Eurasia. They were at war with Eastasia.
"We are at war with Eastasia. We have always been at war with Eastasia" said the Party.
Since the Party had "always been at war with Eastasia," to think other otherwise was Thoughtcrime. If you remembered that only as of last week, Oceaninia had not been at war with Eastasia, but rather Eurasia, you were a mentally defective individual, or a Thoughtcriminal.
So it is/was with the WTBTS. They themselves wrote about the possibilities of what 1975 might hold. They allowed, even encouraged, JWs worldwide to get fired up, believing that Armageddon was coming in the year 1975. In fact, you were considered a fine witness if you abadoned good jobs and creature comforts in order to pioneer full time in the years leading up to 1975. All the JWs were betting with their lives that it was "the truth" and Armageddon was coming, and soon they would be in paradise.
Then, almost overnight, Armageddon suddenly wasn't coming in 1975. And, as far as the WTBTS espoused, Armageddon never was coming in 1975. Any error of thought that led a JW to believe that it was, was an error that lay within the JW himself/herself. They ran ahead of the Society. They were impatient with Jehovah. They were Thoughtcriminals in a sense.
"We are at war with Eastasia. We have always been at war with Eastasia."
The Winston Smiths v.1 (one group of JWs)who woke up, who didn't allow the WTBTS to send 1975 down the memory hole (sweeping it under the rug and plausable deniability), could not be reconditioned, and so they were drummed out of the Party (DA'd, DF'd, and labeled Apostate).
The Winston Smiths v.2 (other group of JWs) who held on to their beliefs, who refused to leave the bOrg, were reconditioned in the Ministry of Love (subsequent WT publications, talks, subtle bullying and threats).
In the end, as in the end of 1984, they (2nd group of JWs) "loved Big Brother."