I am with you...there used to be a specific (and moly-heavy) assembly lube for cams...I have never had a cam fail or underperform....I was always careful on break-in...good lube, pre-oil, and recommended break in RPM...
Now, roller styles may not need it the way flat-tappets did...but it wouldn't hurt...I would spend the couple of bucks and use the good stuff vs. regular lube...but I am known to be conservative...
I would surf the cam manufacturer's sites...see what they recommend for their new roller cams...and follow that recommendation (including lube and procedure).