Can't people just be honest?!

I have a real problem with companies trying to get plants built to make a buck, while misleading the public. Why can't people just be honest?!
My rant comes from reading about coal. Oh, for the love of coal. In the US 40% of our electricity comes from coal. As in, it gets pulverized, burned, steam is created and turbines turned, and you can turn the light on in your house. Coal is cheap and plentiful in the US. Really plentiful, pretty cheap, compared to other sources. However, coal has a few drawbacks. It's dirty, really dirty, contains mercury, sulfur, among other stuff. And when it's burned it creates carbon dioxide. yes, that would be the most famous greenhouse gas. The one causing climate change. (not global warming!) The burning of coal also creates a large need for water. a HUGE need for water. Actually power creation in general uses a lot of water, but since the use of coal creates a large amount of electricity... you see my correlation there? So, dirty + water consumption = not the best option for increasing energy demands. So electric companies have looked into newer more efficient means of using coal. There are a few kinds that have shown up on the radar. IGCC, and supercritical are two of the main types that are being scaled up to large power plants. The promotional "guys" say these two types are the next big thing, and will be great and great jobs, reduce emissions, create more energy from less coal, use less water... etc, etc. Okay, I'll give them that, these two technologies do have those capabilities. eventually. However, at the moment, lots more money needs to be spent on the testing and refining of the technology. And that is where I get annoyed with people being dishonest. It's going to cost money to get these technologies to be as efficient as they can be, meanwhile, the companies are saying it will only be a "few" more dollars than what is being spent now to build coal fired power plants. HA. right. We are talking millions of dollars, and that's on the low end.
I understand where they are coming from. Americans are cheap. seriously, we are. Cheap, cheap, cheap. We don't want to pay anymore than what we have been paying for the same stuff. So companies try to hide the fact that new technology is going cost more. Nevermind that the technology will save us in the long run. This whole instant gratification thing creates a large problem when it comes to technology, and improving the environment by improving power sources.
So, we need to SUCK IT UP!! If the human race wants to have trees, grass, blue sky, etc. we are going to have to figure out how to use what we have more efficiently and it's going to cost money, and lots of it. I guess it comes down to whether everyone is willing to pay to breath fresh air.