The Borg want to establish private communications with all member's that way they eventual can keep tract of them electronically. They could send them special videos for only their eyes but will be leaked out by the non brain dead.
This way they could effectively get rid of the whole weekly meetings thing and they just get there own JW broadcasting do your mandatory 3 times a week 90 minute viewing and your a good Jdub to go.
When they start slimming down things and sell more and more kingdom halls this will come in very handy till the grand sell off where every thing must go sale. They got their cheap ass website with a bunch of hammy braindead followers doing make believe skits about the end of the world and how Jehovah is gonna save your ass if you stay loyal to us and send in you're pledged contribution electronically.