The Org/Corp of Jehovah's Witnesses is rebranding itself.
They are effectively distancing themselves from 1) door-to-door sales people canvasing a neighborhood and 2) the bizarre Biblical conclusions of C.T. Russell.
The 'streamed' Annual Meeting and the release of a revised NWT Bible has stirred the emotional pot of the faithful (see Jehovah's Kingdom Proclaimers on Facebook).
The new JW Library App makes it easy for any JW to make a decision on anything they encounter with the touch of a finger.
These changes are a big hit - especially with the those raised in the 'truth' that are still in their teens.
Don't fool yourself. The WT Society will use every means available to keep the membership from shrinking (and at the same time develop alternative forms of marketing to increase it's appeal to the general public).
ginger