Well it seems to me that given that it is still scientifically unproven, ATM have still picked up a sizable part of the Australian fresh milk market based purely on anecdotal "word & Mouth" testomony by hundreds of users. I would find it pretty hard to believe that those people are either phycologically swayed by marketing rhetoric, or just plainly stupid.
IMHO milk is milk even if the science remains inconclusive there will always be a market for it, so I don't see any real downside. The real issue seems to be centred more around ensuring supply can meet the demand.