People don't want to feel like they own a fraction of something. I'm all for the move to Milli even if I'm not 100% fond of the name.
People should get used to it and calculate more. People are buing gold even if they own "fraction of kilogram".
This is like stupid posting "price per kg" on the packages of different weighted goods. Anyone should be able to do this math by himself and compare.
if you want widespread adoption you don't make people calculate more.. that's a poor business plan and a narrow minded approach.. you have to make them calculate less..
Besides, comparing with gold makes no sense... people don't use gold to buy coffee