I believe they are talking about steam (see article linked above).

The WSJ article may be available for free later today or tomorrow, in the Pittsburgh Post-Gazette.  WSJ articles often are, a day or two later.

Boy you brought us lots of links to read today, Leanan.  Thanks.  I dipped into the "Chinese hydrogen cars" sure that I'd find H-ICE (hydrogen internal combustion engines) but was shocked to see talk of fuel cells.
Steam? It would be interesting to know exactly what they are talking about here. Most Saudi heavy oil can already be pumped so I imagine they are talking about the heavy bitumen shield that borders most of the southern part of Ghawar.

Another thing they may be talking about would be injecting naphtha to try to mix with the bitumen and make it thinner. But this is nothing new, Saudi has been re-injecting naphtha for some time.

Just the clip from Bradshaw made it hard to pass the smirk test.. my 'Wanna buy a bridge?' alarms are going off so often now, I worry that I won't even be able to discern them before long. 'Now we're going after the other reserves, and we'll show 'em!'

 I didn't look at the article, but in looking at the url, I saw the term 'farticle', which made me wonder if it was from the Onion or something.. that, or it's part of the WSJ's new series of FTG (food to gas) energy alternatives.  Almost like steam.. Hey, could we solve the oil-sands, shale and heavy crude extraction processes with enough hot air? Wall Street IS the solution!