They have for many years identified the word 'checed' to mean 'loyal love'. It's not a new concept but you may be right that the adjustment reflects the emphasis upon loyalty to the org.
Like countless examples, translators' biases direct word choice. The word does not seem to have a singular meaning, it is defined a variety of ways from simple 'loveliness' to doing a 'favor' for etc. In some contexts it reflects an implied relationship motivating the kindness. It is this shade of meaning that the WT is exploiting. Other commentators have stressed the same, if nothing other than to minimize the idea that God is merely interested in humans expressing kindness to one another.
I should have added that the recipient of the kindness is fellow humans, and even if we read the passage as implying a relational kindness, (love shown to friends and family) it still is not directing blind allegiance to an organization.