I hadn't followed the fuel cell companies in years and direct use of methane in fuel cells have been worked on. That makes a lot more sense than spending all sorts of resources making H2 and the infrastructure to accommodate it.
Thermodynamics isn’t the issue… politics is. Methane ain’t green but apparently H2 is, even if it’s derived from CH4. That’s why CLF’s CEO talks so much about using H2 as a steelmaking reductant.