"If you are want to consume carbon-neutral hydrogen, please reach us at sales@charmindustrial.com"

I wish them the best of luck, but I've seen the first wave of biofuels fail and pivot to selling cosmetics or go under (Amyris, Solazyme, LS9). Sure, this is different, but the economics haven't really changed. It's damn hard to compete against something you can pump out of the ground and has no price tag on its externalities.

Personally, I think more effort put into lobbying and activism is better spent. I know we have the technology to make carbon-neutral fuels. I sincerely hope that we transition to using something like EVs for all ground-based transport and biofuels for applications like jet travel that need the energy density.

However, it's the market and the economics that don't work out. And they don't work in a way that prevents you from having easy stepping stones to scaling up. There's basically no-one who will buy this commodity at small scale for a much higher price. You have to succeed completely or fail.

You can even look at startups using conventional approaches and cheap feedstock (Siluria with methane). 10 years and still working on their tech. These big commodity markets have huge players who have huge competitive advantages.