They might be employed in the energy business, or have a lot invested and a lot to lose.
A lot of folks in the US energy production business are already getting laid off, and it will get much worse when the some of the contracts come up for renewal.
Oil price drops bring pain to Texas, North Dakota: Fed
Falling Oil Prices Cause Concern In North Dakota and Minnesota
Falling Oil Prices Have North Dakota Migrants Rethinking The Boom
States like Alaska are already predicting a half Billion dollars in loss of expected energy tax revenue for 2015, and I don't think prices have even hit bottom yet.
In turn, every bar, restaurant, hotel, apartment building, and grocery store in an oil boom area, from PA to OK, is going to feel tremendous pain unless price go back up again soon.