Will people rethink their coffee preferences?

The Wall Street Journal's The Hot Blonde in the Coffee Shop: A Lighter Roast examined chains like Starbucks introducing lighter roasted beans and concluded by noting that

Light roasts are best enjoyed without cream or sugar because they can be naturally sweet and not bitter, he adds.

Think this might be enough to get people to rethink their coffee preferences? How do you get people to try it though?

Of course, given that cream and sugar makes crappy coffee taste better, but reduces the tastiness of tasty coffee, given the percentage of crappy coffee out there how likely is such an experiment to be maintained?