It's magic, that's what it is . . . I do live in the future, after all . . .
Wikipedia: fuel cell .
Steam methane reforming produces (as far as I can gather) non-"Green" levels of carbon dioxide. Also it takes energy to make the steam. The wiki article on Fuel Cells contains this tidbit: "The Department of Energy Solid State Energy Conversion Alliance found that, as of January 2011, stationary fuel cells generated power at approximately $724 to $775 per kilowatt installed. In 2011, Bloom Energy, a major fuel cell supplier, said that its fuel cells generated power at 9–11 cents per kilowatt-hour, including the price of fuel, maintenance, and hardware."
I suspect that Bloom Energy is using a catalytic process instead -- either with platinum alone or -- more likely -- in some other (?) soup of (?) reducible metals (?) (ferric oxide, sulfur dioxide?) -- which would make the process patentable, more economical than pure platinum, and "Greener" to boot.
Time to buy stock in public fuel cell companies? Or is it a scam? The Wikipedia article contains this: "...as of October 2013, no public company in the industry had yet become profitable." Hmmm.