A comment was made that 'The Message' would soon be changing. I asked 'like that the ark door will soon be closing?'. Answer, 'Yes'
That was the whole point of that little phrase they slipped into the infamous bunker video: "when our message changed from one of good news to one of judgement." Perfectly designed to get all the good dubs scared and chattering among themselves, trying to figure out if the message has changed yet. So they'll hang on every word coming out of the GB in those stupid broadcasting videos, and over-analyze every Watchtower article to see if it could be considered "judgement".
So completely transparent what they were trying to accomplish with that video. Not surprised to see it having an effect already.