The website CoalCares satirizes the coal industry, offering free inhalers

to American youngsters with asthma and to help them keep their heads high in the face of those who would treat them with less than full dignity. For kids who have no choice but to use an inhaler, Coal Cares™ lets them inhale with pride.

Details at Wired, where they lay to waste the coal industry PR response to CoalCares. Just what would it cost to reduce their air emissions? (Caveat:  more pollution control leads to more residuals in the form of wastes to deal with.)