Cracking can be done to produce methane; however, it is typically cheaper to perform hydraulic fracturing, where a fluid and sand is injected at high pressure into coal beds. The sand helps to prop open the natural fractures in the formation, and extraction wells recover naturally-occurring methane from the coal beds. Incidentally, Halliburton (of Dick Cheney fame) is a big player in this field.
Most standard hydrocarbon fuel (i.e., crude oil) is low in methane simply because of its gaseous nature, so the methane is lost relatively easily from the crude. As for hydrogen, it can be generated electrolytically from water, but not really from hydrocarbons. Not the easiest (or cheapest) thing to do, and not very safe on a large scale.
"The deeper you go, the higher you fly. The higher you fly, the deeper you go."