The Hydrogen/fuel-cells were not mass-marketable for some reason, and also beyond that they have been hard to manufacture and sustain, especially when it came to setting up that network of fueling stations and adoptability for customers.

I remember looking at a fueling station years ago, and one kg of hydrogen (~ 1 gal of gas?) was over $17 at the time.

No worries for the folks who got free fuel with their car at first, but didn't seem sustainable (for a wallet).