I wonder what that will do to their loss-making religion?
(I distinguish their property and investment operations from their publishing and religious activities)
Consumers already expect 'free' when it comes to low-value digital content. If I was the WTS I would seriously consider a subscription model with an eat as much as you can electronic distribution of books and magazines with various tiers granting hard copy privileges. (Oh and just be done with it and eat the sales tax - lets be honest about the business side of things - they can probably cling to charitable status for a few decades more)