Fuel cells where invented over a century ago. But apart from the use in space shuttles and space labs, the clean energy technology still awaits a real breakthrough. But the age of the fuel cell may finally be dawning. On Tuesday General Electric launched a startup to bring clean, reliable, affordable, hyper-efficient fuel cells to the masses. GE Fuel Cells will work to commercialize fuel cell technology that runs on natural gas, creating energy that’s not only cleaner than dirty power plants, but more energy efficient, too. Fuel cells are emerging as a viable option to support renewable energy systems like solar and wind. The cells provide nonstop power even after the sub goes down and the wind stops blowing. Fuel cells, like batteries, produce power through a chemical reaction—rather than combustion. The problem with the fuel cell technology has been the need for expensive metals like platinum. GE is focused on using less expensive materials. Fuel cells can deliver 65 percent energy efficiency—5 percent higher than anything else on the market today.