Just like back in the early 20th century competitive auto races are simulating development in fuel cell design and performance tweaking. This article covers "Formula Zero" racing which is trying to push what fuel cells can do with some friendly competition.
http://technology.newscientist.com/article/dn14596-formula-zero-kart-race-could-drive-fuel-cell-technology.html
QuoteThe world's first international fuel-cell-powered go-kart race took place in Rotterdam, the Netherlands, on Saturday. Six teams participated in the "Formula Zero" event, which is aiming to be a zero-emissions alternative to today's high-performance "Formula 1" car races.
Personally I like this idea because much like robot competitions it forces engineers to out think competitors and push technology limitations.
Either way interesting stuff.