A gallon of ammonia at the store cost me $2.29. If 1/3rd the efficiency of gasoline, then that would be $6.87 for the same distance as 1 gallon of gasoline. I would also have to refuel 3 times as much as I would with gasoline.
He may say he can produce ammonia for 25 cents per liter, but it appears that he is not undercutting his competitors by selling it in the store for that price.
Doing the math:
$0.25/l = ~$1/G. At 1/2 energy density, which is the standard, not 1/3, that's equiv to $2/G for fuel for the same work.
At $2/G, without a container, and without distribution, that actually appears on par with the commercial offering of $2.29/G retail. So ya, I do agree it doesn't seem like a great deal. Especially since you could likely obtain a bulk discount price if you were consuming 50G to 100G per month of it. I'd bet it would be cheaper than $2/G in bulk.
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