I've always found this branding a bit weird, but I'm weird, as well, so there's that...
I sincerely wish them luck.
I don't know that much about hydrogen fuel cells, but they seem to be promising. Not exactly sure why they don't get much more love. Maybe there are issues with hydrogen production, so it's not really all that "clean."
The main issue with hydrogen is storage and transport. It's not an unsolvable problem, by any means, but it's significantly more difficult to safely store and transport than liquid hydrocarbons, at any rate. Hydrogen requires significant investments in infrastructure around it which mostly haven't been made yet.
Hydrogen is just pretty bad as an energy carrier, since it's so difficult to handle.
The main attraction currently is that hydrogen fuel cells are fairly efficient and hydrogen oxidation releases a lot of energy (most of it from the O2 bond, as in most 'combustion')
But if fuel cells that can directly handle more complex and more convenient hydrocarbons efficiently can be developed there will be little reason for hydrogen - maybe only cryogenic uses in rockets etc.
Perhaps it's because it's using a culinary term for a non culinary use. The problem is that they can't use the term "plant-based" because most vegan leather is made from petroleum. "Non-animal leather" also doesn't have the same ring.
Also, “Naugahyde.”
No clue why 'vegan' products value adjectives to meat so much.