I think the "mainstreaming" is more marketing and PR than anything else.
It's a veneer to lure people in and keep people, that are in, confused or dazzled by the "shiny" objects.
What we saw from AMIII this weekend is a glimpse at what this organization is at its core. Behind the shiny veneer this organization is abusive and tyrannical.
It will and does eat its own young. Comments in recent and past watchtowers alluding to killing apostates, the constant threats of death at Armageddon to any who aren't completely in line, the fanning of the class envy flames, etc. etc. These notions all tell quite a darker tale than will ever be seen in a Caleb cartoon.
The GB live in a delusional bubble of imagined authority over all humans on earth. They are entitlted to your devotion. "God says so" according to them. They will eventually weed out any who do not worship them and regularly feed the beast (organization). They want a leaner organization of uber-followers. They do not want murmurers and fence sitters.
In the meantime they will continue to cut overhead and seek additional avenues of revenue. In other words run their money-making business.
-TE