Since 2008 I've stated that the long game for the GB will be to lose the fence sitters. It's easier for them to manage a smaller core group of die-hards who will obey at all costs than it is to control a 6 million+ mixed bag of fence sitters. Financially it makes more sense, and with control of the brick and mortar assets, they can stretch out their reign for a while longer (what's the average age of the GB?) and weather any legal precedents set by the Candice Conti ruling.
The rebranding is already underway, along with the more passive, almost wallpaper-like method of preaching via the literature stands. Look at the new tract with the trademarked JW.Org logo and the removal of the Watchtower iconography.
We we already know the Mormons have taken a similar route in terms of reinventing the religion (up to a point; search for "I'm a LDS" videos), directing attention to their web presence, which has been copied almost wholesale by the GB.
Jehovah's Witnesses 2.0 is long overdue, just like Armageddon.