It's a meme because most of the people peddling hydrogen as a solution don't look at replacing existing uses of hydrogen (e.g. ammonia or as a process chemical)

It's a meme because most of the people peddling hydrogen as a solution don't look at replacing existing uses of hydrogen (e.g. ammonia or as a process chemical) but instead try to sell it for dead on arrival ideas like fuel cell cars, blending in the natural gas pipelines, or burning it directly in homes for heat. There's an order of magnitude more companies and hype around those use cases than there are around actually important ones.