At first they were anti-things like Facebook - then they did an about turn. As if someone up-top had a light-bulb moment.
I think the Zoom meetings give them greater psychological control - they can analyse eye movement, vocabulary, willingness to engage. The official website will provide futher data. They can set out key performance indicators and use the electric cattle prod of statistical targets to make life unbearable for everyone. After all Prince Albert (Queen Victoria's husband) said the new religion would be statistics.
Statistics tend to work a treat - and with WT's Jackson-Pollock-does-rocket-science approach to arithmetic, should be a total mind-bender.
I don't doubt they want contributions but above all they'd want performance.