The big hype right now is oil prices, which is a big issue right now. But the oil companies are pretty stupid if they think no one will develop an alternative. Oil prices this high will make companies start to look for alternative fuels, some already have but these prices will just expedite the research. Oil can not cost this much forever and i doubt it will for very long. Hydrogen is becoming very promising for cars like the Honda FCX Clarity up in LA
right now. Assuming all the trials go well, which they have so far, we will begin seeing hydrogen gas stations and cars popping up all over the place. With less cars using oil the price of oil should also go down as they will not need to produce so much. And during that time when prices slowly drop and become steady, while still high priced, we will see more alternatives.