Hydrogen combustion is the answer to emissions concerns. Hydrogen is extracted from water, which means there's little to no profit in it. Not unless they produce a regulated proprietary conversion system.
Actually, there can be profit from it, depending on how you look at it. Purification of the water is generally required, then a source of massive amounts of electricity (I am most familiar with the nuclear power plant of submarines in this context but electricity is electricity), and then the infrastructure for effective storage, transportation and utilization. Straight hydrogen does things to rubber seals and the like that wouldn't be believed, so it is generally more difficult than other fuels to handle / manage. All of that infrastructure and dispensing equipment will cost money.
Also, it should be noted, China is forging ahead in this field and, if we want to be a leader in the field, we need to get our collective heads out of our asses.
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