My father remarked every time he saw our neighbor light up that he was driving another nail in his coffin. So I asked the kid next door if his father was really building a coffin. He didn't know what the heck I was talking about!
In short, the global warming deniers are as wrong as the smoke-blowers who said in the 1960s that a pack a day was fine. No one seriously argues today that tobacco isn't bad for you -- and if they did, no one would listen.
I would argue that Heartland's billboard was more than just a matter of living in a bubble: climate deniers are at a turning point. The oil industry and petroleum supporters are backed into a corner on the issue of climate change.