I agree that they know what they are doing but there is nothing sophisticated in their strategy. They have access to all the numbers that they collect from Secretaries, CO's and Branches, and the numbers are bleak.
The GB knows that the way to retain and attract new members is to lighten the load . Reports from the field prove that members feel that the load is too heavy. So, they make changes that they feel will make members sigh with relief.
However, eventually, there is nothing else they can do. They can't quit shunning. They can't stop demanding that congs turn over their funds. They can't stop selling KHs. They can't turn their CSA records over to authorities.
They are backed into a corner and the only thing left is to relax holidays and blood. They may allow birthday celebrations but they won't relax their view of blood transfusions. They have a huge legal department and it still isn't enough to field all the challenges.