For our firstborn, we (in Michigan, US) used a county-provided program that included a quick home visit and a small welcome kit (nothing as elaborate as described in this article). While it was not presented as being only intended for impoverished/unprepared families, we couldn't help but feeling that we weren't their target audience, given our income level and family support.
All too often, US social programs are paternalistic "help the needy" regimes, often with intentional stigma (to supposedly cut costs through reduced utilization). IMHO, this is harmful for everyone.