Jxl has been around for years.

Av1 for 7

The problem is every platform wants to force their own codec, and get earn royalties from the rest of the world.

They literally sabotaging it. Jxl support even got removed from chrome.

Investment in adopting in software is next to 0.

In hardware it’s a different story, and I’m not sure to what extent which codec can be properly accelerated