Tonight, cable network CNBC, as part of its "CNBC Titans" series, presents an hour-long documentary about Jack Daniel's. It airs at 10 pm and 1 am ET. There are clips on their web site. Also, look on the web site for an article about Jack that quotes me.
Based on a quick look at the web site, it appears they are buying into all the myths. I have enjoyed some of the "CNBC Titans" programs but they are very much puff pieces primarily sourced from the PR department of the subject company.