As someone who's done the process from vine to bottle...

As someone who's done the process from vine to bottle before and seen the devastation that some unexpected temperatures can do to taste it's pretty awesome to see Dean caring so much. The precise temp control needed wouldn't be as cheap as other alternatives, but shows the he really wants the wine delivered to be in the best shape when it gets to someone's door.
Better tasting wine, reflects better on the winery, increases sales, increases revenue.
Dean knows what he's doing, end of story.