It's the 1980's again. Back then, during and after the great purge, "apostates" (R. Franz and COJ) wrote books showing the lies and negative aspects of the JW's. Shortly after (around 1993), damage control gets into action by inoculating the JW's with the Proclaimers book, which "candidly" admits the criticisms in two words and treats them as if they were insignificant errors. This way the JW's could fend off the attacks by saying "I know, I know, the proclaimers book candidly informs us".
So now the apostates and the press are using the word cult when referring to JW's, then damage control decides it's inoculation time again. One caveat, the 1980's were a time when JW's could only find out about the real truth of their own religion through books. Fast forward to 2017 and you have an entirely different ball game. Now information through the internet is instantly accessible to even a two or three year old. No reading or typing skills needed, as long as he/she can say Spiderman into the cell phone, he/she will get Spiderman youtube videos.