They've consulted someone outside the b0rg.
Of course being freakishly controlling, it handcuffs what can be done. Drilling the jw.org theme into the skulls of the rank and file over and over and over again is their way to try to control where they go on the internet. Of course they are dressing it up like the troops have this big part to play in sharing the website in their facebook and instagram profiles.
But it is working, for now. They were getting absolutely smacked around on the internet for the first two decades of its existence. They had no plan to control the information, and anyone with a half-dozen or so functioning brain cells got online and then got out of the religion.
They are reactionary, and always will be. Who knows what the next wave will be, but it will lead plenty more out before the WT realizes it and reacts to the problem.