I have to agree with D.O.C. about the "Chicken Little" effect wearing thin when members declare that the sky is falling for over 100 years.
But somehow, Watchtower has been able to come through that before. Different this time is the 100 years anniversary of the beginning of the short time, and the age of Google for young ones. But a huge factor is the death of print.
The beginning of the end was abandoning of any urgency in the recruiting work. Regardless of what they say, the members see that it is unimportant to get literature into people's hands.