I believe, although I must stress that I do not know for certain, that the decision to not attend PAX was made at NCSoft's level by declining to give Paragon an advertising/promotional budget. I do know that NCSoft had given Paragon a $0 advertising and promotional budget for the last year at least, and probably longer. Hence the larger virtual presence, the "Coffee Talks" and other creative attempts at promotion.
And yes, someone could have gone to PAX on his or her own dime...without booths, displays, banners and so forth, there wouldn't have been a lot the rep could have done. And man...those things are expensive.