> Hybrids were a mediocre half-measure and hydrogen was a worse solution to the problem.

I believe it is more sinister - most of hydrogen currently available is made "almost free" from natural gas. So behind hydrogen, I would expect current Oil and Gas companies that are trying to stay relevant - and hydrogen is perfect for greenwashing, since it could in theory be made from green electricity and thus zero emission - but that will never be price competitive with hydrogen from natural gas, unless we start counting externalities.