One thing Rutherford knew what he had to do to keep himself in power of the WTS organization and its holding money is keep the bullshit ongoing and that is just what he did.
He realized that bullshiting equated to power and money and religious charlatanism was the answer to that.
His books were sold and distributed by coerced and allured followers who thought they themselves were being devotedly loyal to Jesus in spreading the message of the new Kingdom to come placing themselves in his righteous favor.
Well something else happened.