Removing any doomsday connection dooms the organization. They thrive on "The sky is falling...soon."
Increased shunning would be difficult for even hardcore members. It would have to be tied to some major doomsday-connected announcement, or else it will shake out many more members.
One day soon, they may announce a 2034 deadline, but I see that as a last big gasp from a nearly dead organization. Right now, it is most likely they will do more money/property/merging congregations stuff....or put all literature online and shut down printing.