Shu'aib's nation disbelieve, preferring baseless traditions to the message and warnings sent them via His prophet 11:87-88
11:87 'Shu'aib, ' they replied, 'does your prayer command you that we should abandon that which our fathers worshipped or do as we please with our goods? You are clement and right-minded!'
11:88 He said, 'Think, my nation! If I have a clear sign from my Lord and He has provided me with good provision, I do not desire to go behind you, taking for myself that which I forbid you. I seek but to reform as much as I can, my help comes only from Allah. In Him I have put my trust and to Him I turn in penitence.