He honestly thought his website and survey and book would blow the lid off the WT.
Personally speaking, I don't think he wanted to leave, he was forced out and for the last 14 or so years he has pursued a vendetta against the watchtower for daring to throw him out. His father could not even help him this time. I once thought he was controlled opposition, in a way he is as he is a useful idiot where the watchtower is concerned. All those people who would defend him by saying we are doing watchtower work for them never realized it was Lloyd who was doing that all along.