Thing is, those of us that grew up in the 60s - 80s (and before) remember how "the Society" would always say tht they wouldn't ever tithe or openly beg for money (including passing the plate on Sunday). So seeing this blatant focus on contributions seems shameful to a lot of us.
But the younger generations and the truly brainwashed don't remember or choose to remember those statements about asking for money (and not being like "Babylon the Great") so they wouldn't find any of this strange.
I do think tithing is coming, in some fashion.