So the earthquake seized them and they lay (dead), prostrate in their homes. Those who belied Shu 'aib, became as if they had never dwelt there (in their homes). Those who belied Shu aib, they were the losers.

Then he (Shu 'aib) turned from them and said: "0 my people! I have indeed conveyed my Lord's Messages unto you and I have given you good advice. Then how can I sorrow for the disbelieving people's (destruction)." Surah 7: 91-93

The Disbelievers' Ignorance
Allah the Exalted stated: The dwellers of Al-Aiyka (near Midian or Madyan) belied the Messengers. When Shu'aib said to them: "Will you not fear Allah (and obey Him)? I am a trustworthy Messenger to you. So fear Allah, keep your duty to Him, and obey me. No reward do I ask of you for it (my Message of Islamic Monotheism), my reward is only from the Lord of the 'Alamin (mankind, jinn and all that exists). Give full measure, and cause no loss (to others). And weigh with the true and straight balance. And defraud not people by reducing their things, nor do evil, making corruption and mischief in the land. And fear Him Who created you and the generations of the men of old."
They said: "You are only one of those bewitched! You are but a human being like us and verily, we think that you are one of the liars! So cause a piece of the heaven to fall on us, if you are of the truthful!"
He said: 'My Lord is the Best Knower of what you do."
But they belied him, so the torment of the day of shadow (a gloomy cloud) seized them, indeed that was the torment of a Great Day. Verily, in this is a sign, yet most of them are not believers. And verily! Your Lord, He is indeed the All-Mighty, the Most Merciful. Surah 26: 176-191