And I have to file it under the very large category called "Marketing Uses its Power for Evil Instead of Good."
Clean Coal. It has nice alliteration. And you know how much I lurv alliteration. (What do you mean the kids don't say lurv anymore? Check your watch, I'm pretty sure the kids never said lurv.) And see how extensible the alliteration is? The possibilities are endless!
Clean Coal = Cool Communities.
Clean Coal Concocts Commerce.
Clean Coal Creates Calamity.
Clean Coal Collapses Captivating Cliffs.
Clean Coal is Crap.
There is no such thing as clean coal. Even Popular Mechanics says so.
But you know what's even funnier than Clean Coal? Fracking.
I mean, who uses a swear word from Battlestar Gallatica to name an energy technology? It's the ultimate in nerd marketing. Nevermind the fact that "frak" is a placeholder for a word that much more aptly describes what happens when you fracture shale for gas. Careful, sports fans, that last link leads to the Urban Dictionary, and you never know what you'll find there (AKA: NSFW)...
And yes, I do realize that the US is becoming the King of Frack, and that the middle states are making tons of money from it. But they are also making water that catches fire right out of the faucet. It would be such a cool magic trick if only we didn't need to drink the stuff.
Fracking Feeds Fantasy Finance.
Fracking Fouls Future Food.
Fracking Fuels Formula for Fools.
We are so fracked.