Yes there are people who will profit off of Keystone XL. Yes there are lobbyists who are paid to support it, and that money flows directly and indirectly to various players. Yes the fossil fuels industry generally has reason to see it as a symbolic loss/victory in the same way that that those nutty environmentalists do (I'm not saying it's just a symbolic victory for environmentalists, just that it is in part).
But why does, say, your average Limbaugh listener care?