Nobody ever said they'd be cheaper than what we're driving now.
Competition will bring the price of fuel-cell cars within range of ICE cars within 20 years. THAT is capitalism. Fuel-cells are a better source of power than an internal combustion engine. Once the infrastructure is in place to provide fuel for them, capitalism will take over and the will flourish. You're assuming that the only profit is in ICE cars.
There will be companies providing fuel-cell stacks, electric motors, hydrogen as fuel, etc. Capitalism can only keep gasoline prices competitive for so long.
As emissions controls become more stringent and fuel economy requirements rise, fuel-cells will be the smarter alternative for the market.
Fuel-cells are expensive now. They will be expensive when they enter "production" in 2-3 years. They will be affordable within 20 years. I don't expect people to move from ICE to fuel-cell vehicles at a large additional upfront cost...but they will move when the price is competitive. And it will happen sooner than later.
I guarrantee this.