Artificially limiting production on a secret recipe liqueur is a great tactic for turning what could be a commodity into more like a Veblen good. The opposite has happened to Campari, where you can now buy a ton of different red-hued craft aperitivo with similar flavor profiles.
The article missed out on mentioning the best Chartreuse-based cocktail though: The Last Word. It’s absolutely sublime. https://en.wikipedia.org/wiki/Last_word_(cocktail)