"but non-commercial filming is a free-for-all, more or less. Or is every one of the selfies in front of the Eiffel Tower on Facebook a copyright infringement?"
Wikipedia doesn't use 'non-commerical' copyright though - all (or most) images there are "Creative Commons Attribution-ShareAlike". They won't accept 'not for commerical use' restrictions on their images as they sometimes do charge for their content (ie DVDs etc).
So by extention any company could use images from their site for commerical purposes as long as they give attribution - Virgin Mobile Australia used Flickr CC images on bus adverts a few years ago - which is why so far I've resisted requests to use my photos in articles.