Some good posts here...and the point is well made: The Society ain't goin' nowhere. It'll be around long after we're gone.
The fact is though, that they have to change with the times in order to survive. In fact history shows that the Society does reinvent itself over time. I made a comment the other day about how they are maybe looking to become more mainstream, thus the changes. Whether it is or not doesn't really matter. They're looking to survive and they'll make whatever changes necessary to do so.
They've been doing that since its inception. The religion of Rutherford is not the religion of Russell. The religion of Knorr is different than Rutherford. The religion that I remember as a child has changed over the decades of my life. If I describe life as a JW when I was young to a young person today they don't recognize at lot of what I'm describing.
The Society has constantly changed the meetings, the conventions/assemblies, the doctrines, the practices forever now. One more change in the Book Study arrangement doesn't spell the end of the religion.
Instead of a an endgame, it's more of an end around play against the modern world and its influences on the followers. If successful, the play will gain them a good bit of yardage. If it fails, they'll drop back and punt and try another strategy later. But they own the ball, it's their game, they'll find a way to win, no matter what.