Yeah, in the video I linked he actually goes into the life cycle costs, fuel cells & batteries just don’t make sense in their current state vs hydrogen combustion, even if it is some 30-40% less efficient.

Personally I can see this carrying forward into other alternative fuel situations such as transportation, with budget & enthusiast markets, where efficiency plays second fiddle to cap ex or method of operation, alternative/carbon free fuel (hydrogen ultimately) ICE is here to stay.