Environmentalists know of the necessity of ammonia, but push back hard on the second.

Michael Liebreich's hydrogen ladder is fairly good at summarizing an honest assessment of where hydrogen will be useful:

https://www.linkedin.com/pulse/hydrogen-ladder-version-50-mi...

And you'll see that it gets pushed in lots of very inappropriate places.

It's funny how much benefit of the doubt is given to really bad tech, like hydrogen and large nuclear reactors, despite decades of data showing that they always underperform expectations and that people who implement them always overpromise and underdeliver. It's a stark contrast to solar and wind and storage, which always seem to underpromise and overdeliver, and these technologies face huge amounts of undue skepticism not only from decision makers but also the press and the public. There's a lot of decision making in energy that is extremely disconnected from data and reality, and most of hydrogen decision making these days is disconnected from reality.