CS, you have a division within Chabad between the Moshichists and the non Moshichists.
Clearly the Rebbe, notwithstanding the amazing work he accomplished, left plenty of room for uncertainty.
Furthermore, I think it is safe to say that virtually all controversy surrounding Chabad surrounds the topic if mochiach.
If I were in Chabad, I would take this as a clear message to from my customers to free up the shelf space for better selling products.