The changes make strategic sense for them. The availability of so many ex-JWs being able to communicate, unite and compare notes has created a major problem in all the BS that they used to preach. Today it's way easier to find out who/how they really are since information now it's easily accessible, and communication and testimonials from other people are more easy to find.
People now can have the complete pictures and all the information they need to make more informed decisions today. Before if at all, they would hear from one or two ex-JWs and would have been dismissed as people holding grudges or deserving of being shunned. That's not the case today.
As sparrow down hints, they will change anything, not just what/how they say, to whatever fulfills their agenda better.