First it was tobacco, then alcohol, gambling, then asbestos. Sugar might also be on the nose for investors. But right now it is hard to find a more loathed sector than coal.
Not only are the forces of environmentalists lining up against the commodity. But there seems to be no end in sight for depressed prices.
The gas industry turned rogue on their counterparts in coal a few months ago too, attacking the industry in a bid to position itself as a cleaner source of energy.
And in a fresh kick in the guts, news broke out from the United States on Friday that Chinese President Xi Jinping was preparing to announce a cap-and-trade scheme to curb emissions as part of a climate deal with the US, ahead of climate talks in Paris in December.
China is Australia’s biggest coal customer and as China and US face off in a climate change battle, the commodity is likely to be a victim.