For me, it was about establishing new habits, setting up an environment conducive to sleeping by midnight, and having some external pressures like a work schedule, etc. I've heard this validated by external testimony as well.
Can't say there are no biological factors at play that impact individual inclinations, but it's a bit hard to believe that we're hard-wired for one over the other.
How is this harder to believe than the huge amount of other human characteristics that are directly affected or even effected by the genes?
Now the idea (somewhat supported by the article) is that night owls have a natural cycle longer than 24h. It means they are in a constant state of jet lag. The (unrealistic) solution to get in sync with the rest of the population would be to always go west.
Early birds are in the opposite situation. They have a natural cycle shorter than 24h. It is just that for some reason, waking up and going to bed early is not seen as a problem in our society, while the other way is.
It doesn't last.