Ever heard the expression "guilty pleasure"?
Many wouldn't welcome the Witnesses at their home for a bible study, or spend five minutes talking with them about religious topics, nor even accepting literature for fear of them coming back or others seeing it and mocking them. However ... just like online porn, curiosity over 'exotic' or 'polemic' religions may well be many people's "guilty pleasure" that they can indulge themselves in the privacy (and secrecy) of their homes.
I think that's what the WTS is counting on.
More: I think it won't be long until the jw.org is geared up as a platform to conduct online bible studies with interested visitors. "Would you like to study the bible online? One of our assistants is available right now to discuss one of the following topics with you, or you can enter your own bible question on the box below." .............
Eden