There may be one or both of the following outcomes:
1. Now that PDF versions of their books and magazines are online and can be downloaded, we'll all have copies to share for years to come. They are giving us the documentation that we need to bring their house down.
And / Or
2. They hope that by making their literature widely available, that more people (including us apostates) will read "the truths" they publish and will be converted or reconstituted back into the JW organization.
My money is that #1 will happen before #2...
In any case, it would be a lot cheaper for them to just publish online and then short runs of hard copies for local congregation libraries, annual compilations, and special handouts. They can do that easily enough with Print On Demand - which I understand is already in place and available on the printing machines they have in upstate New York.