A cross flow makes sense when you start producing over 15,000 gallons a year. When you start looking at the cost of filtration pads, the number of pass throughs you need to do, the extra time/labor and loss of product involved with pad filtration.
I have seen even large wineries not rinse their bottles. But this is increasingly becoming outdated. Most new bottling lines have rinsers included. Bottles out of the box may be clean, but they are most certainly not sterile. Which always gives possibility to trouble down the line.