I have recently attended 2 JW funerals. The 1st one I have to say would of been 50/50 about the deceased and JW doctrine. I was so impressed by this I actually commented on it to the elder, who gave the service . The friends ( be it conditional ones) put on a lovely after function. I personally didn’t mind the service been 50/50,as been a jw was a major part of his life.
The second was the like the service you described. Left me somewhat bewildered.
I agree with dozy, in that things are slowly changing. I think a lot of it has to do with the elder giving the talk, and how much of a company man he is.