Took a quick look at the website and it sure does look familiar. This makes me think about how the JWs think they are special because of all the printing and book distribution they've done in the past century. Now there can be competition from other, possibly newer groups because of the internet and the actual numbers of adherents may not matter as much. I noticed duplicate names displayed on the pins of congregations (in my state there seems to be only one minister even though there are two congregations shown). It might be a struggle for the JWs to stay "unique" and "relevant" (in their view) to the public.
Good thing they have their real estate business to fall back on.