IRL fuel cells update

here.
One of the problems with FC research is that it never seems to get beyond the demo stage before someone moves the goal posts and decides that This Is the Next Breakthrough Fuel. Seems ethanol is the current band wagon and in true R&D tradition, IRL is getting on board.
I still don't know why anyone would want to waste half their ethanol running a steam reformer so they can then use a fuel cell... much smarter to just use it straight away... you know, like Brazil does.
But then, why would we need the fuel cell? and that question cuts straight to the crux of the issue. When you've decided on the answer, you must rephrase the question at all times. Maybe they should change their group name to something relevent like 'Low carbon technologies' or 'Oil independent energy research' and then they wouldn't be having these tortuous problems with logic.