That advance is for combining hydrogen and nitrogen in order to make ammonia. This company is talking about production of hydrogen, so the technologies complement one another.
Indeed, but they're also touting that the energy component of haber-bosch can come from complete combustion of the charcoal, which is where some (much?) of the economic incentive comes from to pay for 'geologic sequestration'.
If a less energy-intensive ammonia process is used, perhaps a simpler hydrogen-generating process would be a better fit. ie, if the heat can't be used directly, is this process an economically viable way to generate hydrogen?