﴿ فَلَمَّا رَأَوْهُ عَارِضًۭا مُّسْتَقْبِلَ أَوْدِيَتِهِمْ قَالُوا۟ هَٰذَا عَارِضٌۭ مُّمْطِرُنَا ۚ بَلْ هُوَ مَا ٱسْتَعْجَلْتُم بِهِۦ ۖ رِيحٌۭ فِيهَا عَذَابٌ أَلِيمٌۭ ﴾

“And so, when they beheld it in the shape of a dense cloud approaching their valleys, they exclaimed, “This is but a heavy cloud which will bring us [wel­come] rain!” [But Hud said:] “Nay, but it is the very thing which you [so contemptuously] sought to hasten - a wind bearing grievous suffering,”

The people of Ad mistook the clouds of destruction for rain clouds. They understood the reality only when the raging winds entered their townships and reduced them to ruins. Man is so reckless that he does not accept the Truth even when on the brink of disaster. He accepts it only after the opportunity to repent has been taken away from him.