One of the more sordid aspects of the debate over Kevin Rudd's carbon pollution reduction scheme was the incessant and apocalyptic complaining from coal-fired power companies. Chinese-owned TRUenergy, in particular, was one of the most vocal critics of the CPRS, claiming it would send the company broke years before it commenced, that it would lead to the lights going out on Victorians, that it would cause economic dislocation "for generations".

As Crikey repeatedly pointed out at the time, while the company's executives were warning of the four horsemen of the carbon apocalypse in public, their message to investors was very different: the company was upbeat about the Australian market and the carbon price.