Disc brakes? On a road bike?

There is something about disc brakes on a road bike that just doesn't seem right isn't there. The people in the know reckon road discs are going to be the norm on our beloved machines in the not too distant. There are already a number on the market.
I think the argument goes that they have greater stopping power and don't damage rims. But, in the words of the great Mario Cippolini: If you brake you do not win.