Rutherford invented the name "Jehovah's Witnesses" to distance (rebrand) the religion from C.T. Russell, the 'Russellites' and the International Bible Students. Rutherford also implemented the 'no beards' policy in Bethel to remove any visible association with the 'old' guys. Out went the 'Cross and Crown' as well...
The 21st century Governing Body wants to distance the religion from the 'Watchtower' and it's negative past, it's faulty chronology and it's absurd prophetic applications. No longer will any JW use the phrase "look it up in the Watchtower Library" - that will be old light.
These changes might seem like a new coat of paint (over rotten wood) to us.
But...to the faithful it is seen as evidence of Jehovah's chariot in action.
ginger