The only reason that I can come up with for this focus on fuel cells is that Toyota and the other existing car manufacturers want to see a hydrogen distribution system put in place so that they can continue producing internal combustion engines using hydrogen instead of the fuel cells themselves. I think these car companies see their long term intellectual property investment as being in the internal combustion engines and drive train technology. My guess is that they fear the drive trains becoming commodity parts (how many ways are there to make an A/C electric motor) and then they are left simply styling auto bodies and being fashion statements...
I think that fear is unwarranted, as Tesla has shown just how differentiated an electric car can be and how much innovation there can be in the car cabin and features themselves... But history has shown that old companies cannot always change even when they recognize that a disruption is coming. And oh boy is one coming...
Tesla = iPhone
Gas cars = Blackberry at best