Yes, the coal industry is serious about clean coal, because they know that the public demands it. The clean coal industry uses scrubbers to minimize ash production, and then recycles the ash and plants new greenery to compensate for their coal use. The coal industry knows it has a great deal of profit to lose if it does not convince the public they are serious about their efforts, so they are serious.
All of this 'clean' coal stuff is just a bunch of greenwashed propaganda created by the coal industry to make it look like they care about the environment, when they really don't. Now, it is true that there are technologies that can significantly reduce greenhouse gas and other emissions from coal plants, but they can't eliminate them completely. And even if they could, the mining process to actually get the coal is incredibly destructive to the environment.
Clean coal is nothing but a bit of propaganda created by the coal industry. They really just want to look "eco friendly", but the fact is, they are not. Burning coal produces noxious, filthy pollution, there is no way to get around this. The coal industry cares only about money and NOT about the environment.
Wind, Solar, Hydro and Geothermal power FTW!
There is no such thing as clean coal, it is simply a myth of the coal industry and one of its greatest puppets, the Obama administration. Coal is simply not clean and we need to get off of this energy source now, just like with petroleum. It's time to make a change.