I think the rational that the corporation has presently is: start selling property now because when the great tribulation starts the governments are going to start seizing it all their property, the need to start selling off their property now to pay child abuse lawsuits it actually Jehovah's way of telling them to sell, sell, sell, and stop, advertising, advertising, advertising, the kingdom and get ready to go underground.
It's in the very least plausible rational of a delusional end of the world cult.