I started to write a blog post a while back on this subject, and gave up for lack of information. The big question is: is this deliberate or the actions of a confused organization? I don't know and neither does anybody else due to the lack of transparency. We're left trying to read tea leaves.
I've seen organizations of various sorts go into this kind of split personality behavior when the leadership is divided. It is very possible that we're seeing a war between the PR/business side of the operation and the service dept/religious bunch on the other. In this scenario the business people have seen the numbers and know they need to build a broader organization so they are trying to mainstream the religion. At the same time the hard core religious types are trying to continue the tight control mechanisms.
Or it could be they've just decided to say one thing in public and do something else entirely in private.