This is the propaganda for the world wide rank and file. How do you tell the poor part of the flock (Africa, South America, Asia) that you move into a new headquarter, just before the end of the world?
There is in the JW world no room for rational communication: we have to cut on finances, have a new strategy, new property management etcetera etcetera. No, there has to be a "heavenly" sauce on it, a halo light.
JW's don't mention this. Normal people get an internal alarm signal hearing this kind of propaganda.
It has some funny side also.
G.