My suspicion is that with natural gas prices expected to rise due to decrease in fracking, coal companies are likely funding research and native ads to pick up as much business as possible. This would keep money out of the hands of their competitors. That's not to say the information presented is not useful.
Coal is a sinking ship that even the coal companies want off of. Nobody is gonna use a coal stove and if people switch to electric increasing demand they still won't be building coal plants. If anything the people who stand to gain here are the solar and wind crowd.
