Agreed, a pretty solid signal would be required for DRM reception. I think it could be successful for those in the NVIS range of many ops, since daytime reception generally doesn't have as much of a problem with deep fading, etc. Nighttime would be trickier, although a few ops have a strong enough signal to possibly pull it off.
I chuckled at one of the comments on that you-tube link:
Digital Radio Mondiale provides a more robust and better signal that can easily overcome the problems of SW and night-time MW/LW fading and interference.
I wonder if that guy writes promotional copy for IBOC as well? :-)