At best, cholesterol is a risk factor, or it may turn out to be more of a risk marker. And perhaps not a reliable one at all in women. That doesn't mean men below 65 (or above 65 with heart disease) shouldn't try to lower their risk factors, cholesterol included. Just try to find perspective, balance any side effects against gain.
But in the doctor's office, it's all about risk: Fear, Uncertainty, Doubt (FUD). It's a reasoned argument. Why would you not avail yourself of something that could lower your risk of heart attack by [insert percentage here]? Note: Turn and appeal to patient's loved one, to enlist their help to make this person "do the sensible thing for his/her own good." In fact, any percentage mentioned would be questionable: most statins carry disclaimers required by the FDA that they aren't proven to reduce the risk of heart disease. Lipitor's own claims are very limited.
Next time you hear someone say that a risk factor can double/triple your likelihood of a heart attack, ask what the average risk of heart attack is for someone your age. Hem, haw, stutter, "well, it depends" is what you're likely to get. They won't know. (And no, an average doesn't depend on anything: it's just the percent of people your age who get heart attacks.)
People without cholesterol issues do still have heart attacks, and people with high cholesterol do still live out their lives without major heart disease. Of course, if you die of a heart attack or stroke at age 97, you're a heart disease statistic. If you also had high cholesterol - hah!
C-reactive Protein was ballyhooed for quite a while, but seems to have become muffled since. It's believed to measure the irritability and inflammation level of tissue that may lead to deposits in the arteries. Easing that inflammation may be part of what makes aspirin therapy mildly effective, along with the slipperier platelets. I recently read that it's no longer being rated as being much more accurate an indicator than cholesterol. Of course, that may be because a new drug hasn't been marketed yet that reduces c-reactive protein...
JeffP did make an excellent point, tongue-in-cheek or not, about one study not making something true. This one had the interesting qualities of being from a respected physician and Harvard Medical School educator (and others); being based on very large, accepted studies; and being published in The Lancet, rather than a third-tier advertising journal with a medical-sounding title.
Best wishes,