Management at many automotive companies likely love it for that reason too, since putting money into it makes it look like they are doing something to change when in reality they are not doing anything at all.
Here is a neat fact about hydrogen vehicles. Fueling them causes the nozzles to cool to below freezing temperatures. Try fueling vehicle after vehicle and the nozzle will freeze to each one. Coincidentally, hydrogen vehicle refueling is a sadist’s dream.