See Fuel cell definition: A fuel cell is an electrochemical device similar to a battery, but differing from the latter in that it is designed for continuous replenishment of the reactants consumed; i.e. it produces electricity from an external fuel supply as opposed to the limited internal energy storage capacity of a battery.
What they are talking about is a process that allows efficient use of hydrocarbon compounds, rather than pure hydrogen, by making use of the carbon monoxide product of the reaction where hydrocarbon plus oxygen turns into carbon dioxide and water. More info at the link
There is no free lunch in physics. Hyrdrogen is, at best, a battery, for energy created elsewhere.