I've always thought it would be better to produce something like methanol. The chemistry is similar, but methanol is not gaseous (at typical temperatures). That makes it much easier to handle.
Methanol is strictly harder. There is enough demand for any amount of hydrogen or methane that can be produced cheaply enough. Methanol can wait until those are saturated. Ammonia might be another intermediate step before it is worth doing methanol.
One thing about methanol that is not easier to handle is the fact it burns invisible on its own.