I'm actually not surprised that the GB is really emphasizing this whole "100 years since 1914". In public relations terms that comes to mind is "damage control" and "getting out in front of it". If they never made a point out of it, more than a few J-dubs would figure it out on their own and questions/doubts would come to mind. By fully embracing it, even advertising it, the GB gets to take control of the issue, control the messaging, and spin it as a positive thing before JWs have a chance to question it in their own minds.
I have no doubt the GB saw this whole 1914/2014 issue coming years ago and have assembled a frighteningly well-planned corporate organizational strategy around it.
(This may be an obscure reference, or even a stretch, but whenever the GB starts celebrating the "100 years" (starting at last year's AGM, I believe) all I can think of is a scene from the movie "Clear and Present Danger". Basically a close associate of the U.S. President turns out to be connected to the Colombian drug cartels and is killed for it. When the press discovers his cartel connections, the President's handlers' first reaction is to disavow the relationship. Jack Ryan has the brillant idea to go in the complete opposite direction...basically run toward the fire....the result? When the press asks the President if they were friends, he responds: "Friends? No. No, we weren't friends...we were BEST of friends!" It gave the press nowhere to go; no story.
If someone asked the GB: "Isn't it a problem that it's been 100 years since 1914?" GB: "Problem? No. It's not a problem...it's AWESOME!")