Well, that may be so but what should frighten them more is to become utterly irrelevant. Drive trains always should have been a commodity. Toyota makes excellent cars and that's not just the engine, it's the whole package that makes them a brand worthy of some respect. Suggesting that an ammonia fueled vehicle is the solution for their insecurities is playing fast and loose with their perceived image as a safety and environmentally aware company. They couldn't have picked a worse fuel for a vehicle, even if you can make it work in the lab.