Today's exemplar of the classic form in mass media coverage of energy: https://www.telegraph.co.uk/business/2023/07/13/white-hydrogen-disrupt-global-energy-net-zero
Let's break it down:
The headline: "Limitless ‘white’ hydrogen under our feet may soon shatter all energy assumptions"
The lede: "disruptive technology ...entirely changes the future of the global energy system"
At 100 words: "the very real possibility that vast reserves of natural hydrogen lie under our feet "
The end: "Nobody has yet made a commercial discovery ready for the market"
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