AKA "Oh don't worry about regulating us and protecting the environment, it will naturally happen in five years when your need for us will surely peak!"
What most petroleum companies say, as the article indicates, is that oil demand is going up for a good while longer. That's because if the idea gets around that demand is going to peak, they won't be able to borrow the gigantic amounts of capital they need to keep drilling new wells.
Alternative hypothesis: it's simple denial, much like Nokia and more recently RIM.