One of the most powerful pieces of information I learned during my gradual exit from this religion was the Assembly Hall Deficit Scam where the elders would agree to send the WT money that would create a deficit and would in turn prompt the attendees to cover the shortage.
It's not that the sums of money were that consequential considering the fact that there were usually over 1,000 people in attendance. It's the fact that they treated the flock with such disrespect. They couldn't let them know what was going on. They had to set up a ruse and keep it among the privileged elder class.
That's essentially what I see this as, just on a larger scale. The flock can't be trusted to peek behind the curtain and make the decision to contribute on an informed basis. No, instead you have to set up an elaborate con and keep the true motivations limited to a privileged inner circle.
If the CO or Bethel speaker had been frank and given some insight into the financial condition of the Watchtower I would have been inclined to give even more. I think that would be the case for most people. They're shooting themselves in the foot by carrying on this way, but I don't think they can help it. To the extent that I've had access to people at the higher levels of that organization, it's become clear to me that they viewed the rank and file with contempt. They set up these scams not because it will result in the most money, but because the flock can't be trusted and don't deserve the truth.