Another message in this video:
"Just Pioneering Isn't Enough"
One Explanation: There are many witnesses in the U.S that have figured out a way to game the system a bit. They have one spouse "pioneer" while the other spouse makes some good money - usually in their own business. Once the business gets built up and can be run more from a management level, or better yet, sold for a nice cash-out, then both spouses can "pioneer". They get a nice comfortable lifestyle while maintaining the pioneer status. (The reason I am putting pioneer in "quotes" is that a large percentage of pioneers do not make their time. Many more fudge the numbers.)
The organization is cracking the whip here and saying if you have a big house or fat nest egg, then you aren't sacrificing enough (even if you are a pioneer). You should sell off 75% of your possessions, give half of it to the WT and then spend the rest of your money supporting your volunteer work serving "kingdom interests".
They have assessed the net worth of some of the "friends" and want a bigger piece of the pie.
GREED. Plain and simple.