If solar power gets cheap enough maybe it'll make sense to use the excess power at noon for electrolysis, though I don't have a good sense of the capital costs for that.
Instead of trying to compete one-to-one against natural gas for thermal applications or battery-electric for electric ones, you can compete on turf that requires hydrogen fundamentally, saving the investment in a steam reformer. So if you have hydrogen already, instead of needing an extra capital investment (like a fuel cell in a fuel cell car), you actually can reduce capital investment (the steam reformer).
Also, it's large and centralized (large, centralized hydrogen plants have a cheaper relative capital cost and tend to be more efficient) and there are even ammonia pipelines carrying the ammonia to the Midwest from Texas (with world-class wind AND solar potential and plenty of land), so you don't have to deal with hydrogen storage and distribution issues.
It's a way better spot for wind and solar produced hydrogen to compete than in mobile fuel cell applications where you have to solve a bunch of other problems (fuel cells, distribution, hydrogen storage cost and safety to the uninvolved public, small electrolysis facilities with requisite lower efficiency and higher specific capital cost) while simultaneously having to compete with the low price of electricity and natural gas.
I know that at least on Orkney Island they have surplus energy that they use to produce hydrogen
Though I'm sure we're talking about completely different orders of magnitude