I wonder what is must have been like for Chabadskers in their 40’s and 50’s, who got used to the idea of “Every generation has a living moshiach” to suddenly have to drop everything and switch to “dead people can be moshiach” or “Dead people are still living”. Like serious ouch time.
I do question how successful Chabad is being “mekareiv” other frum Jews. Back when the Rebbe was living they got many normal frum Jews to say “maybe the Rebbe is moshiach”. Now it only appeals to die-hards. The best they can do is sell the Rebbe as a tzaddik whose kever is worth going to.