Russell had made other predictions of Christ's coming before 1914. The only reason they clung to 1914 was the coincidental occurance of WWI. They changed their prediction tho and said 'actually, his presence is invisible...but he's here! Believe us!!' So since that time, they've been buying time with different variations on the generation teaching. Desperately looking for ways to string people along and keep that carrot on the stick just out of reach.
They've been successful for 102 years now!! Which is quite a feat when you think about it. Those are some pretty legit manipulation skills.