For me, it is just another element of the religion I no longer recognise, we were proud to say we asked for no money, were not expected to give money and had no obligations to hand over money. People always asked us as JW's because it is an obvious alterior motive.
Now things are going to change and it will be a hard sell to explain a monthly pledge from each household to a very wealthy organisation.
There is not one person on earth who can explain and defent why the god of the universe needs....your cash!