I don't think that's the full picture. I think people "roll coal" because they get pleasure from causing frustration by their actions. It's all about "owning the libs" or similar.

I drive a prius, and several times I have seen coal rollers cross several lanes of traffic to sit in front of me with their stacks spewing. They don't know anything about me other than the brand of car I choose, but it's enough to make them go out of their way. It's got to be a positive reinforcement mechanism.

I think the reason why you can't have a rational discussion is that it will play directly into this cycle! Give someone a choice between an uncomfortable analysis of their own behavior versus a pleasurable peel out with yet another frustrated do-gooder in their wake, and they'll choose the latter each time.

Honestly I think they'll just have to get bored before they stop.