Indy, we first did it in 2010, and I'm pretty certain it wasn't offered, didnt go in 2011 but in 2012 it was offered because I recall vividly the super strong winds the first night and a whole bunch of the rental tents ended up with broken poles. I recall because the grid layout of the rentals made me think of the Pete Seeger song, "Little Boxes" which made fun of suburbia identical houses, and this is exactly what the rental tents looked like all the same in a grid.
So probably started in '11 or '12.
Costs 400 clams now, that'll buy you a really nice tent, but as you say, different strokes (and budgets) for diff folks. Lgt ,I'm told, has also changed over the years, avg age is over 50 and most people on light + pricey bikes. Used to be much more tourer types...but I still figure people getting out for physical activity like this is nothing but good.
The popularity of this event gets folks out, and the more people who ride, the more respect and acceptance of cyclists in society, that's what I figure. Quebec is pretty good for bike culture being popular.