Innovations in the industrial applications of the steam reforming process have been inspired by scientific research influenced by the work of John Sinfelt. Steam reforming, hydrogenolysis and carbon formation on nickel catalysts, modified by sulphur adsorption and copper alloying, and compared. The rates of steam reforming and hydrogenolysis are closely correlated indicating common rate controlling steps. They depend in a similar way on sulphur and copper modifications indicating similar ensemble requirements. The ensemble requirement of carbon formation is much larger. It is therefore possible to suppress carbon formation by sulphur adsorption and to a smaller extend by copper alloying. However, copper also influences the electronic structure of the nickel sites resulting in promotion of carbon formation when the copper concentration in small. Recent experimental and theoretical results for NiAu surface alloys are mentioned. They have formed the basis for the development of a new carbon resistant catalyst. The importance of exploratory scientific research for industrial catalysis developments is emphasized.