I had a conversation just last night with a old friend who has recently gone back to the faith. I explained to him much of how I feel and we had a good conversation but I made the point that there is no depth or substance to anything anymore. The old tomes of the 60s and 70s might have been self indulgent and based on sand but they reflected a form of intellectual and scholarly depth that no longer exists.
Everything now is an appeal to emotion not to logic. For years I was proud that as Witnesses we didn't get all happy-clappy, we didn't use emotion but we really studied the Bible. It might seem naive now but there was some substance.
Now the religion is everything it sneered at 20 years ago.
I made the point to my friend that what is happening is the GB having a clear plan to move the faith into something that can survive long term. The change to grab property instead of be a publishing organisation along with the rebranding of the organisation and it's approach is part of the plan to try and make the org sustainable as their predictions once again fail.
It was an interesting chat but completely in line with the OP's thoughts.