Back in the day, the Bible Students believed that 6,000 years of human history ended in 1874, and that therefore they were already living IN the 1,000 year reign. As such they were looking for proof, such as Miracle Wheat, showing God's blessing on the land, and Beth Sarim, which was to be a testament to the imminent resurrection.
But then emphasis switched to the future, when the chronology was adjusted 101 years to 1975. That was also coupled with the teaching of 'the generation that would not pass away'.
Now recently, especially since the 100th anniversary in 2014, emphasis is being placed back on the now. With the overlapping generations and the last days being stretched to their limit, the new spin is: 'Yeah, the new system is nice to talk about, but who needs it? We're under kingdom rule right now!' From the "God's Kingdom Rules!" book, to the "Organizational Accomplishments" video series, to one of the recent music videos about "what the kingdom's done so far", the idea that's really being pushed is that the organization itself is somehow good enough proof of Christ's invisible rule.
Of course that begs the question of the thousand year reign. Do the years before Armageddon not count? On that note, do you think the GB will ever revert to the previous belief that we're now IN the 1,000 reign, and possibly have been since 1975, (so they'd end up being 'sort of' right, just like they claimed success for the failed 1914 prophecy)?