At one point recently the Mirai came with a fuel incentive program: when you buy the car, Toyota gives you a gift card worth $15,000 towards fuel at hydrogen stations.
An interesting second part of the program was that if you live near a hydrogen station but it's broken, Toyota will instead reimburse a rental car and gas for the rental, one week at a time but presumably for as long the hydrogen fuel station remains broken.
$15,000 worth of fuel card sounds generous until you find that hydrogen stations have jacked up prices to $36/kg.
I think a few people were expecting the same cost curves that happened with batteries to happen with hydrogen but it seems the challenges are more difficult to overcome. Otherwise I think a Solar PV plant combined with Captive hydrogen production for refuelling on major highways sounds interesting, at least in countries like US, Australia etc. I believe this is not just about PEM or AEM electrolyser or specific tech, it never got the scaling boost.
Ironically the stack comprising fuel cells of different types is possibly very well studied since decades.
For me the Wells to wheel efficiency never made hydrogen worthwhile for short to medium distances and this battle is effectively over.