About that older lady, she reminds me of my grandmother. She is 75 years old and has ailing health... field service is so important to her as it is to many older people in my family.
But as you trickle down the generations you see, at least in my family, apathy growing like a mold. The younger ones go out in service almost with a slient protest, because they know they can't change the national average even though, deep down, they really wish it wasn't so high.
Ironically as well as tragically this could be the result of fudging ones hours. If everyone makes up a number, that number will likely be the amount they aren't willing to participate with, like just going past a ceiling figure. So when a Witness considers the national average in comparrison to what they feel is reasonable for their circumstance they don't match up... which induces guilt.
Of course the Watchtower, at least when I was there, was always filled with reasonable sentiment regarding doing "what you can" in relation to your circumstance. It's a nice concept and sounds great when uttered, but it doesn't quell the guilt already deep within the members for not being able to meet the "National Average."
So what happens is they make the National Average a "goal." But this goal is very hard to meet since you would need to buy out time from necessities, at times, to meet it. Sure you might be able to take some vacation time from work, but that's not a perminant solution... so the goal is never met and goals that are never met also induce guilt.