It isn't. My JW Wife commented to me after the big mid-week meeting announcement "are we still called JW's anymore??" of course that flash of independent thinking is quickly shoved aside with comments such as "well this might keep the kids more interested.."
I think this was the reaction of most JWs to these changes initial shock, a knee-jerk reaction that is quickly stifled by cognitive dissonance. They then adapt, tow the line, and look down on those who don't.