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I just spent some time reading what the wikipedia says about TF and if I were a Family leader I'd be happy to get such good publicity. It makes TF sounds like a minor controversial Christian movement but very close to the mainstream.
I can see how the common foot soldier in a small home would read and see it as bad publicity, just like their leaders say it is, but it is because they are simplistic parroting the official line. Those in the upper hierarchy would not see it that way just as most uninformed readers would not.
I don't know the people behind the idea of making such mellow presentations of the teachings in TF but it is certainly a bias view that presents them in a good light.