I think we're just using "cynic" in different ways. To me Benny Hinn is a cynic. The guy doesn't believe an ounce of what he's saying but he's acting in his self interest by using the gullible masses to line his pockets handsomely. Joel Osteen is a fantastic businessman. He get's what people are looking for in religion and he's supplying a product for that market.
What you're describing, I think, is more of situation where religious truth has become irrelevant to the men who head the Jehovah's Witnesses today. That concern has been supplanted by the desire to maintain their authority and to preserve the structure that allowed them to ascend to such power in the first place. Perhaps they were once ardent believers, but they are now less concerned about truth and almost solely focused on maintaining power.
The latter doesn't require that they be great businessmen or evangelizers and I hope they never become either. They're certainly not particularly good at it today.