Nice swag Outlaw.
What I've noticed from the 'rebranding' and general simplification of publications is that Watchtower is trying to appeal to the lowest common denominator (for lack of a better phrasing). It's like walking the halls of many high schools or universities, where the water fountains are all ridiculously low to the floor. So much so that at 6'4" I basically have to stand on my knees to drink out of it.
People who don't have much or do have many troubles see the publications presenting a way of life that brings happiness, fulfillment, with a dash of hope... ...that ever-dangling carrot. Especially when it's dished as forward thinking and technologic. Realize too it's true for many of these people that by obeying Watchtower policies, there could be improvements in their lives. THIS is what Watchtower is heavily promoting. They know that in general, the middle class doors they've been knocking on for decades aren't as fruitful. Fear mongering is not the way anymore. But that's probably why the recruitment is happening in the 'less fortunate' countries.
"If you obey us you will be happy." That is essentially the promise. Again, an ever-dangling carrot ever so slightly out of reach.