It's not a question of chauvinism, but rather of food and wine pairing.
There are several types of food and wine pairings: contrasting pairings, fusion pairings, regional pairings and color pairings (for the "sweet and savory" aspect, not the literal colors).
Regional pairings are a sure bet. Many dishes pair better with grape varieties from the same region: boeuf bourguignon with a Burgundy wine, cassoulet with a Corbière, sauerkraut with a Sylvaner, Nicoise salad with a Provence rosé, raclette with a Savoie white wine, etc.
Furthermore, unlike in the USA, in France, a wine is not defined by its grape variety because wines are often blends (Assemblage) of several grape varieties. "Assemblage" is a specific characteristic of many French wines and often a true art. Even if it makes sense from a taste perspective we never say in a restaurant or wine bar, "I'd like a Malbec" or "I'd like a Syrah."
That being said, everyone does as they please.
Cheers!