The OP presents some intriguing ideas that are well argued.
In any organization anywhere - including, ahem, North Korea! - there will inevitably be more than one view of how things should be - but there are usually "processes" in place so that those at the helm do not contradict each other. It does not look good when leaders spout different policies! :(
And so it is with the GB. Strictly speaking, there is actually no inconsistency between the stricter side (e.g., deploring tight pants and keeping in place a firm disfellowshipping policy) and the "happy" side (e.g., the latest Bethel video showing streams of JWs smiling widely and dancing merrily throughout Bethel buildings to a happy tune).
How are these two sides at odds with each other?
All they suggest is this: If you participate fully in the organization, including obeying all of the GB's directives, you will be one happy dude or dudess. Even Puritans enjoy a yummy meal every now and then.
Now, of course we can stand back and exclaim: Something's not right here. And it's this:
The reality is that the stricter side is often manifested in your local kingdom hall whereas the happy side is for many people noticeably absent or in very short supply among the Witnesses they know.
Back to the overall image projected by jw.org tv: In PR circles this is called "impression management":
Presenting a glossy, appealing picture of what life in the organization is ideally like but running the risk of over-stating things so that the reality is markedly different.
But is this indicative of suppressed differences in the organization? Probably but not necessarily. In the late 1970s, congregations were informed that "some brothers" were running ahead of Jehovah by pushing for special provisions for the young ones not unlike "Sunday Schools". Even back then, there was evident tension between the stricter side and the happy side. I suppose we see it more now because of the concerted effort to move the organization into the internet/television age.