From a theological perspective date setting as which the WTS/JWS leaders have done is an act unloyal apostasy for Jesus himself admonished his followers when on earth of doing just that, saying how dare you set a time upon god's own sacred time.
But selling the new Kingdom order as coming soon was a viable propagation for selling literature to the masses and those who believed in the bible.
They were essentially modern day false prophets active in sin.
The WTS has been selling a tainted commercialized version of the Gospel of Jesus for over 140 years.