I was at a buffet breakfast the other day with a few colleagues. I noticed almost all of them tucking into the gluten free cereal/fruit/whatever mix. So I asked them, are you gluten intolerant? No they all replied. So why are you eating gluten free cereal? No one had an answer and they looked around awkwardly. But the answer is this. They perceive they're getting some benefit because this cereal is 'special' regardless of whether they need it or it actually works.
I believe the same goes for A2. Regardless of whether people need it, they will buy it for its perceived benefit. This is why the Aussie market has done so well. The Chinese are obviously right into getting health benefits from what they intake so I think the fresh milk will do well there if executed correctly. And the market there is huge. Onwards and upwards.