Earlier quoted context omitted.
People “roll coal” because they perceive your ham handed attempts at reasoning with them as an attempt to force them into a sudden change that will probably have some immediate negative consequences for them. It’s a defensive reaction provoked by attacking them.
I don't think that's the full picture. I think people "roll coal" because they get pleasure from causing frustration by their actions. It's all about "owning the libs" or similar. I drive a prius, and several times I have seen coal rollers cross several lanes of traffic to sit in front of me with their stacks spewing. They don't know anything about me other than the brand of car I choose, but it's enough to make them…
Frustration among the people they perceive to be trying to screw them over is the key part you're missing.
>They don't know anything about me other than the brand of car I choose
Whether you like it or not the things you do, including the car you choose to buy, send a signal. The signal happens to not be accurate in your case.