Bleaching coffee cups (and tea pots, coffee carafes and urns) was one of my first duties as a dishwasher. And it works well--as does scrubbing out with baking soda 'Course, with bleach, you don't have to scrub, you just let them soak, then wash. Coffee cups don't get scarred though. An old waitresses trick to clean those old glass coffee pots was to throw a hand full of pennies, some water, and a couple of tablespoons of baking soda and swirl it around, cleaned like magic. But even then, after 10 or twenty cycles of this, the pots would get scarred inside.
Problem with plates is the scarring. Yes you can bleach them, but after one serving of lasagna and a trip to the d/washer they look like crud again. The scarring is a network of fine lines in the center of the plate that don't reflect light back--looks like a hazy greasy mess regardless of how clean the plate is.