Is this really so surprising?
As far as the WTS is concerned, anyone who doesn't obey "God's Exclusive Earthly Organization" is deserving of death.
An unexplainable increase in emblem-takers in the Last Days contradicts their cosmology, therefore said increase must be false partakers.
Since non-anointed ones have been explicitly told not to partake of the emblems, these false partakers are therefore not obeying "God's Exclusive Earthly Organization".
Thusly, they deserve death. ()
Frankly, I'm kinda surprised the Org hasn't spelled this out sooner, but maybe they were waiting to see if the carrot worked better than the stick.