The reason the cost of ammonia is barely better, or even worse, than things like methanol, is because the electricity process is still expensive.
But that can (and soon would!) become waaaay cheaper. Electricity __NOT__ on demand is dirt cheap and can be halved and quartered some more: Solar panels are _idiotically cheap_ these days and that state of affairs is not temporary.
We need more not-on-demand needs. As in, 'hey, uh, if theres some power left over cuz it's windy and sunny.. no prob! Let me run these ammonia producing machines at full power for a bit. No need for ammonia right now? No problem - compared to electricity, ammonia is vastly simpler to store'.
Ammonia is a great not-on-demand consumer of electricty. That's why this is necessary.
As you said:
> the cost of the green electricity dominates the economics over the process plant CAPEX anyway.
That's exactly the factor that can become ridiculously cheap. It isn't today because there's not much point investing in solar/wind because they do not cover on-demand needs (when it's not particularly sunny/windy, then electricity prices are sky high and you want to build electricity production that can deliver then. And solar/windy by definition can't), and the primary issue is transport.
if the demand for ammonia skyrockets, you can solve it all. Ammonia does not need to be produced on-demand, and you don't need all that much transport (build the ammonia producing plant close to your solar/wind parks).