>it isn't Google.

It is Google. The JPEG XL standard evolved from a codec Google made, Google was involved in the standardization process, and Google heavily contributed to the reference implementation of JPEG XL.

https://ds.jpeg.org/whitepapers/jpeg-xl-whitepaper.pdf

  Editors:
  Jyrki Alakuijala – Google, Switzerland
  Jon Sneyers – Cloudinary, Belgium
  Luca Versari – Google, Switzerland
  Jan Wassenberg – Google, Switzerland

▲ hn_submit 4 hours ago | parent | next [-]

Yes, but unlike WebP it wasn't exclusively designed and developed by Google. That's a big difference.

	▲	mimasama 4 hours ago \| parent [-]
		AV1 wasn't also exclusively designed and developed by Google. Chrome's team should be blamed for favoring AVIF over JPEG-XL, not Google entirely.

▲ jbverschoor 3 hours ago | parent | prev [-]

And Google also removed jxl support in Chrome in '22 (only to put it back in recently)