The American Petroleum Institute is the kind of friendly industry body that lobbies for 'big oil', and has no trouble inspiring grassroots action. The trouble is, from their point of view, it's the wrong kind.
For the oil companies, it must be incredibly tedious to have masses of engaged citizens fired up about the way you're trashing the planet - camping out on your lawn, organising rallies, chaining themselves to your office, asking pointed questions to politicians. How irritating that there are people who think you're so wrong they'll actually get out onto the streets and protest about it! It sucks to be on the wrong side of history.