Its a JW delusion like so many others.
I had a JW friend who is 1/2 in 1/2 out and still will talk to me tell me once "that JW.org is the envy of the world" (fyi he is a programmer and should know better), I had to take him to task on it and ask him what evidence does he have to say that, and what about the site is any better than a nice blog.
Of course there was none and he recanted.
slimboyfat - what it does say - is that NEW people are not continuing to go to the site, or that spike would continue. It shows that most of the users are long term uses (JWs) and there is not a steady influx of new people on the site.