Ammonia production, as I already mentioned in another reply, currently requires natural gas as as source of hydrogen.
Regardless of its use as a way of storing energy, it is already a very important industrial ingredient. Namely for fertilizer production.
As I see it, the only major problem with the current technology is that it might not be adaptable to new sources. New plants would have to be built.
Kind of what happens with corn-based bioethanol, where they have to compete with the regular food market and viceversa.
Compare to bioethanol, strictly limited by acreage under cultivation.
Weird, I've heard there's some fertilizer shortage going on ...
Anyway, the point is why would sell ammonia as fuel for $20 when you could sell it as fertilizer for $40+.
Supply will rise to meet demand.