Sometimes people do "genuine things" especially when there is no cost and it can make them look good. Add to that the prospect of losing property and control over it and you get a "something must be done" mentality.
Then the history - this present GB 2.0 would have been young men writing to Malawi in the 1970's and not involved in the decision making process of Mexico/Malawi of GB 1.0.
To them it is win-win. It has certainly lifted the local JW's out of their Memorial tract peddling apathy.
To the JW's in Russia (my having done a speed-read on Wiki about Putin, his background and his demeanour) I do not believe it will help one iota. Maybe make matters worse.