The "issue" with fuel cells is that you cannot easily make fuel at home. I get that, if we're one end use energy form (electricity) then we can optimize the infrastructure to carry and deliver that efficiently. But arguments about energy density are silly. There is way more energy in a gallon of gas than you can put into an equal volume or weight of battery. That is why you can use it as a fuel at 20% efficiency and still have a viable business model.
So what is 'bullshit' here? Is it that people won't create the infrastructure to make fuel cell friendly fuels? Is it that a parallel fuel structure can't compete with the existing gas distribution infrastructure? So I don't buy the idea that fuel cells as a power mechanism are non-viable but could see and argument that a car eco system based on them is unlikely.