When your application does something completely unexpected and unprecedented, there are two things you do: tell Marketing to go wild, and publish papers. Lots of papers.
Madness string 39879
The main problem with dust storms isn't the dust itself (although breathing that in isn't great). It's the stuff that comes with it. There's a fungus that gets kicked up, and breathing it in lets it take root in your lungs and causes all sorts of problems.