Well, that's what the research is for, to determine if it can be done with cheaper materials? You don't have to consume it in a fuel cell, it can be burned directly, and it's an input to some industrial chemical processes. It can also be added to the existing natural gas system in small quantities without modification, like the use of ethanol in petrol.

(The real problem is that fracked gas is so cheap)

The general subject: https://en.wikipedia.org/wiki/Power-to-gas