In 2020 Tesla overtook Toyota as the most valuable car company, which is of course ludicrous and stupid. But Toyota probably took a note at that time about the importance of PR puff pieces.
But indulging in PR puff shouldn't be the reason for outright dismissal of the ammonia engine. One thing that's undeniable is that Toyota understands cars, and particularly what kind of cars we really want. It knew EV's short range would be a problem (hence the plug-in hybrids which I think are the real winners -- you can actually get by without ever going to the gas station if you're just commuting for work, but yet you can still go on long trips no problem... there you go, Toyota solved EVs).
Toyota has working prototypes of ammonia engines, they seem to work, they do not emit carbon-based emissions and are highly efficient. It's built a good product and it knows how to scale and I expect it will -- but it also needs a working infrastructure for ammonia supply and needs to do PR work to pave the way for that. Ammonia is a decidedly good and clean energy source compared to current generation of batteries that are made from relatively finite resources, source their electrical power from questionable places depending on where you are, and some small question marks still remain about the accumulation of battery waste as EVs gain popularity. I, for one, am excited to see ammonia-based technologies for energy store and fuel.