I can not help to think that they have seen this idea of keeping up appearances has failed. Most neighbors won't even bother to notice that there is a feast next door and most brothers and sisters would spent December 25th with their non-JW relatives otherwise. Then excuse themselves off as "we are just spending time with family. We did not hang the decorations, they did". Social media has probably exposed most of them and so the elders probably figure is better to give them another place to be on that day. Do this for a couple of years and then prepare a talk in which you scold those who prefer worldly company over spiritual company and guilt trip them.
That's actually one of my most traumatic experiences as a JW child. I had to go house to house seeing all my classmates having fun with their new toys. Such loving thing to do to a child (I'm being sarcastic, just in case).