Most people forget that there was a jw "baby boom" starting in the mid '90s. Inasmuch as the borg only counts "publishers" towards their membership statistics, it is no wonder the membership is still on the increase in the US. Most of these kids are now old enough to be forced into becoming a "publisher" in one form or another.
During most of my years with the jws, (up until around the mid-'90s), it was basically considered taboo to have children, "in this dying system". That all changed with the generation change in '95, as well as the early '90s changes on higher education. Most jws today live lives as "normal" people, imo.
Normal people eventually leave the borg. The kids becoming pubs today are in that category.
j