The anointed self identification was a part of the self promotion and marketing scheme by the early executive editorial heads of the WTS. ( Russel, Rutherford ).
These men took whatever scripture they could find in the bible to help proliferate the literature they published, omitting the scriptures that would negate what they were doing, then claimed that they had an accurate and honest interpretation of the bible.
Using the preaching of the New Kingdom order from 1914 forward as means to spur on the circulation of their literature and other peripherals to the public.
They took this scriptural bible based message and turned it into a tainted commercialized vehicle to support whatever they produced.
This is a business profile in operation and all done so without regulation.