Hi Pete Zahut, It is about labeling people who no longer believe in the WTBTS, so that the cult personas of other JWs are able to justify shunning them. It is better to lose one JW instead of allowing one JW to influenance other JWs into believing that the WTBTS is a dangerous cult.
This characteristic of the WTBTS and reason for doing it was reported in Why the Jehovah’s Witnesses Grow so Rapidly: A Theoretical Application by Rodney Stark & Laurence R Iannaccone in 1997. Since that article was written the WTBTS has continued to grow, but I believe at a lower rate because of reduced hours to qualify as publishers/pioneers, the internet, and reduced social cohesivenss in congregations. Maybe the WTBTS is trying to reduce that trend of slower (declining) growth by rebranding itself as JW.org and holding social events at DCs.
Hubris (feeling unique/special) can be a great motivator for negative-type individuals to ridicule others.
Peace be with you and everyone, who you love,
Robert