OUTLAW & sloppyjoe2 - I see what you're saying, but I think we're talking about two different things. Perhaps all this JW.ORG & rebranding mania are a success in that the current mindless JW drones love it. However, to me, this drastic rebranding is a sign that the org saw the writing on the wall. It knew it was losing (or had lost) the doctrinal/prophetic battle. It knew it was being more and more exposed. The internet made it too easy to counter JW arguments. Time ran out on JW end-time prophecies. JWs were beginning to question and get apathetic. The org knew that. I think it has been desperate to try to remedy the situation. The org was hurting. I've heard accounts of the org's receiving many, many letters complaining and asking uncomfortable questions. That's why, not long ago, in one of the publications it was stated that individuals shouldn't write asking questions that are not addressed in the publications. I also believe that's why the org shut up almost all the partakers by changing the FDS to the GB; they were receiving too many complaints and questions and too much unwanted input from some of the other partakers.
The org has been feeling its way that last few years trying to stop the descent. At first it said the internet was evil; then it jumped in with fervor. It bad-mouthed televangelism; now it's exploring TV. Etc.
So I say there already has been a descent in JWdom. Many have acknowledged on this site that most JWs today are lacking in intelligence and knowledge and that many are socially and/or emotionally challenged. It has been observed that almost all newly baptized in the educated/informed world are JW offspring or others who were already associated with JWdom in some way. There are very, very few converts now who are emotionally, socially, and financially stable and who are knowledgeable and intelligent. It was not always that way.
So I say the org is hurting as I just described and that all the rebranding, internet stuff, international convention merry-making, etc., are part of a desperate attempt to stop the hurt. But I agree with the point you two are making - that the rebranding, etc. are a hit with the new JWs - the mindless, idol-worshipping drones. So the descent I'm referring to is not really one of numbers, but of quality, dignity, etc.
...OUTLAW