Why is this company so tricky with its choice of name? Fracking...

Why is this company so tricky with its choice of name? Fracking coal seam gas isn't pure. Hydrogen produced this way isn't environmentally friendly or "green". Fracking lowers the water table and impacts agriculture in the area. During the drought cattle growers in the Surat basin were particularly concerned about reduced access to ground water. On the website "Pure" Hydrogen seems to try for credibility by planning to use already developed solar power in its hydrogen production process. But hydrogen involving gas is considered grey, not green. Anyway "Pure" hydrogen might just sell its (fossil fuel) gas on the lucrative east coast market. Clever companies shouldn't cost the planet.