hydrogen cells produce electric primarily for electric motors, those boats have internal combustion engines. They do not have to refuel because it states in the advertisement that they use sea water, the stuff they are floating on! I would totally agree that people are being ripped off, i imagine their main argument is "well sir, look on the bright side, you will never have to fill a jerry can again." anyone who came up with an alternative fuel that is almost free to produce with the right epuipment is not going to open a charity shop. Thats captalism.
fuel cells will (eventually) become big business, why! because its not something joe bloggs can knock together in his garage over the weekend, its something the big companies can make big money on through the mainteance and supply of hydrogen gas, its something governments will be able to tax and control.
hydrogen generators are uncontrollable, easy to build, untaxable and why would big companise want to flood a market with something that is virtually maintenance free. thats why it will always be dead in the water.
As the makers of Epson printers will tell you, their main income is from the ink cartriges not the printers themselves.