Yeah, that's it, it was the branding.
From Big Think:
Following the demise of cap and trade legislation, green group leaders acknowledged that despite spending several hundred million dollars to pass the bill, they were unable to create public demand for action in key Midwest Congressional districts and states.It wasn't the fact that, after the Senate passed the Byrd-Hagel resolution telling President Clinton not to sign the Kyoto Protocol (the vote was 95-0), the Carboñerós, everyone from Enron to the above mentioned NRDC to the Great Carbono himself, Al Gore, decided that the messaging approach should be to scare the hell out of people with a Parade of Horribles allegedly caused by global warming (here's the list through "C", NumbersWatch has the rest):
"The community that tried to move a climate bill fundamentally lacks political power and doesn't have the ability to either deliver punishment or reward to members of Congress who don't vote for us," Kathleen Welch, a Washington-based philanthropy adviser told Politico in 2011. Her admission was echoed in statements by Fred Krupp, Bill McKibben and others.
Now, as Politico reports today, it appears that green groups led by the National Resources Defense Council and the Sierra Club are seeking to address this weakness. “We’re going to talk a lot about the health implications of dirty air,” Heather Taylor, director of NRDC’s political arm told Politico. “I think that the Midwest is one of those places where [there are] a million great clean energy stories, especially. And they’re not being told right now, because we’ve tended to be in other markets. That’s an area where we feel like it’s time to go tell those stories.” You can watch one of their TV ads emphasizing this message later in the post....MUCH MORE
Afghan poppies destroyed, African holocaust, aged deaths, poppies more potent, Africa devastated, Africa in conflict, African aid threatened, aggressive weeds, Air France crash, air pockets, air pressure changes, airport farewells virtual, airport malaria, Agulhas current, Alaskan towns slowly destroyed, Al Qaeda and Taliban Being Helped, allergy increase, allergy season longer, alligators in the Thames, Alps melting, Amazon a desert, American dream end, amphibians breeding earlier (or not), anaphylactic reactions to bee stings, ancient forests dramatically changed, animals head for the hills, animals shrink, Antarctic grass flourishes, Antarctic ice grows, Antarctic ice shrinks, Antarctic sea life at risk, anxiety treatment, algal blooms, archaeological sites threatened, Arctic bogs melt, Arctic in bloom, Arctic ice free, Arctic ice melt faster, Arctic lakes disappear, Arctic tundra lost, Arctic warming (not), a rose by any other name smells of nothing, asteroid strike risk, asthma, Atlantic less salty, Atlantic more salty, atmospheric circulation modified, attack of the killer jellyfish, avalanches reduced, avalanches increased, Baghdad snow, Bahrain under water, bananas grow, barbarisation, bats decline, beer and bread prices to soar, beer better, beer worse, beetle infestation, beef shortage, bet for $10,000, big melt faster, billion dollar research projects, billion homeless, billions face risk, billions of deaths, bird loss accelerating, bird populations dying, bird strikes, bird visitors drop, birds confused, birds decline (Wales), birds driven north, birds face longer migrations, birds on long migrations threatened, birds return early, birds shrink(Aus), birds shrink (USA), bittern boom ends, blackbirds stop singing, blackbirds threatened, Black Hawk down, blizzards, blood contaminated, blue mussels return, borders redrawn, bluetongue, brains shrink, brewers droop, bridge collapse (Minneapolis), Britain one big city, Britain Siberian, Britain's bananas, British monsoon, brothels struggle, brown Ireland, bubonic plague, Buddhist temple threatened, building collapse, building season extension, bushfires, butterflies move north, butterflies reeling, butterfly saved, carbon crimes, caribou decline, Cambodian sex trade fuelled, camel deaths, cancer, cancer deaths in England, cannibalism, cataracts, caterpillar biomass shift, cave paintings threatened, childhood insomnia, children's mental health, chocolate shortage, Cholera, circumcision in decline, cirrus disappearance, civil unrest, cloud increase, clownfish get lost, coast beauty spots lost, cockroach migration, cod go south, coffee threatened, coffee berry borer, coffee berry disease, cold climate creatures survive, cold spells, cold spells (Australia), colder waters (Long Island), cold wave (India), cold weather (world), cold winters, computer models, conferences, conflict, conflict with Russia, consumers foot the bill, coral bleaching, coral fish suffer, coral reefs dying, coral reefs grow, coral reefs shrink, coral reefs twilight, cost of trillions, cougar attacks, crabgrass menace, cradle of civilisation threatened, creatures move uphill, crime increase, crocodile sex, crocodiles driven from water, crops devastated, crop failures increase, cross-breeding, crumbling roads, buildings and sewage systems, cryptococcal disease, curriculum change, cyclones (Australia)...
With every Postdoc and their professor hustling research dollars by using a global warming hook it got so bad by 2006 that the Tyndall Center for Climate Change Research put out a working paper titled "Is this climate porn?".
So yeah, it was the branding.