It is if you think about it from a patents and licensing perspective. However I will try to take another spin to it which might be something they are trying to do without actually saying it.
They implement all the H.266 JVET ideas and tools into xvc. Not every one will make it into the standard due to speed, politics or whatever. Once the H.266 has been standardise, they now have a decent working encoder they could turn on the the features are in JVET and be the first JVET encoder on the market.
The JVET working group knows there is a threat in Royalty free codec like AV1. So I am hoping they take the patents and cost into account. But given how Qualcomm, Ericsson, Sharp has been acting in HEVC i am not entirely sure it will be smooth. Or if JVET has a future at all.