I agree that H2 can have certain applications as a bridge technology in some industries, but there is a very important parameter missing in your premise.
Even if solar power seems "free" at first glance it really isn't. It needs infrastructure, e.g. Photovoltaic Panels and lots of it. So just having H2 instead of a battery for an application means, it needs thrice the PV capacity or even more and with it the grid capacity. Now add to that, we aren't just talking about replacing electricity from fossil fuel plants by PV, but about primary energy as a whole, which makes the endeavor even more massive. Also H2 will not magically become much more energetically efficient in its production, transport, storage and usage, because there are physical limits. (Maybe with bacteria for production) The tech could and should get better concerning longevity of the electrodes for example. Also as the smallest molecule out there, storage will never be completely without losses. And long term storage requires even more energy and/or material.
All this is to say, that efficiency is still paramount to future energy supply, since also the material is limited or just simply because of costs of infrastructure and its implications on the biosphere. Therefore such inefficient energy carriers as H2 or what people call "e-fuels" should be used only where the enormous power and/or energy density is critical. H2 cars should therefore never be a thing. H2 or e-fuel planes, construction machines or tractors on the other hand could be more appropriate uses.
Many reasons. One major factor imho is the belief or illusion to be living in a meritocracy. Which would mean, that someone who's rich has to have earned it and therefore criticism must stem from envy or jealousy. The same belief fuels the ideology of thinking of poor people to just be lazy leeches on society.