In response, the company cut production by some 4 million tons in Central Appalachia. Alpha's big $677.4 loss for 2011 is thanks in large part to a $745 million write-down due to "changes in market outlook," including expected lower production. Still, last year's revenue was at record levels, thanks in part to the $7 billion acquisition of coal mine operator Massey Energy. Plus, coal bulls say natural gas conversions may taper off as the country gets to the point where every household that can switch or will switch already has.