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JPEG XL: How It Started, How It’s Going
(cloudinary.com)
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this post was submitted on 23 Jul 2023
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I don't know about AVIF, but WebP is a Google format, and they might be doing it for control, like they use control of Chrome to push more advertising.
Avif is pushed because it's good and has hardware support across the board
What does google gains by making AVIF win rather than AVIF?
But google also participated to the creation of JPEG-Xl.
And having "their" standard win does not make any sense to me to see where they benefit from it.