An advantage to the JW.ORG is ... hopefully, members will stop going to the literature counters.
I suspect this is partly the motivation. Not that they'll stop printing overnight, but if they can transition their membership slowly over to electronic media they can begin winding down their printing activities.
Over the next few years a good portion of Witnesses in developed lands will have tablets. Five to ten years from now the price of tablets will have gone down tremendously and will become accessible to all but the poorest Witnesses. Perhaps in 20 years or so the Watchtower can pull out of the printing business altogether and local congregations can outsource whaever essential printing needs they may have to local vendors.