" Could this be a strategic move to appear more respectable and mainstream? "
That is EXACTLY what they are doing now with EVERY move they make.
In Rutherford's day and later, being "different" was an advantage, they could say "We are not like False Religion".
Their having seen the growing success of the religions they label as "false", ( as if theirs is true LOL), has prompted them to run after and try to leap on the Bandwagon, far too late as usual of course.
What the G.B and their advisors have not grasped is that in the Educated World that has good Internet access, ALL organised religion is withering away, people no longer see a need for it in their daily or weekly lives. But the very narrow, parochial view, from deep within the USA, that the G.B has ,prevents them from seeing that.
They are trying to get a slice of a dried up, and getting ever smaller Cake, they will not succeed.