"Tell people something they know already and they will thank you for it.
Denial = cognitive dissonance
The psychologists call denial, "cognitive dissonance" This is the feeling of discomfort when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel "disequilibrium": frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.
According to Festinger, people engage in a process he termed "dissonance reduction", which can be achieved in one of three ways: lowering the importance of one of the discordant factors, adding consonant elements, or changing one of the dissonant factors. This bias sheds light on otherwise puzzling, irrational, and even destructive behavior. Source Wikipedia
This explains why people who make a living in a "dirty" industry will deny global warming and the need to change their behaviour. It threatens their job so naturally there will be resistance.
So it is easy for a large company affected by changing our fuel, to tell everyone to stop worrying.