I don't really believe all this stuff. I guess from a JW perspective this:
The Governing body(tm) (pee be upon them), have now commandeered their whole 'anointed(tm)' label for themselves as CEO's, exclusively.
This, in my opinion, is because as a Corporation, they cannot allow the rank and file(tm) to get any prestige thru' the Corporation's own interpretation of their own corrupted version of the Bible. The GB(tm) (Pee be upon them), retain all control of their weird interpretation of their own 'Holy Scriptures(tm) (Oddly, not called the Bible).
These CEO's probably don't believe their own doctrine because they know that they are not a religion. They have now become just a big business fooling people into believing they're a religion to keep the cash rolling in for the CEOs to live like rock stars.
It's all just a big scam where lives are lost and ruined......and the leaders in the business don't care as long as they're ok.