Yes…actually, Bob, your wiki article says the same thing.
The Burgundians, IMO, have been very clever marketers, particularly the kind that requires very very little cost to them. The Paulee is one described in your link. (And, that the for-profit US Paulees have been “recognized” by Dominque Lafon and the Meursault organizers is very consistent. )
The most clever marketing job, though, also alluded to, are the dinners at the Clos Vougeot and, indeed, the whole Chevaliers du Tastevin concept. As I understand it, the whole thing was founded by prominent owners (mostly more aristocratic) in the '30s when they couldn’t sell bottles of their wines for anything. The result is that the world is full of people who are, essentially, unpaid chambers of congress, around the world for Burgundy and its wines. Though the members seem to take it a whole lot more seriously than do the “officials” of the Chevaliers, it is, nevertheless, a “serious” part of Burgundy marketing and loyalty. The goal, it seems , is to make every member feel he/she is a very selectively chosen Burgundian and an ambassador for the region. Their Clos Vougeot blowout dinners take on the same sensory overload as the communal meals at the Paulee de Meursault…and seemingly, the American for-profit imitators. And, very few of the industry members are those who ever get dirt under their fingernails. A great experience, too, but not a great way to taste wine or to really appreciate and soak in the essence of the region.
Theater seems to be at the base of all of these events, though the ones in Burgundy have motives other than direct profit.
I suppose the ones in NY/SF do serve a similar purpose, too, to the events in Meursault and Vougeot…they create more and more potential “pilgrams” who are then willing to make the pilgrimage. (And, that’s what the Chevaliers actually call their members who visit the motherland.)