I think feature creep is the #2 issue after adoption, and I think the solution is to adhere to a strong set of priorities, namely: simplicity.

Take your example. In 2020 there are already many ways that video can be decoded simply, efficiently and with excellent quality. We don't need to accept marginal user experience improvement at the cost of simplicity. So we don't accept changes to the standards at the expense of cost implementation complexity.

It's about having a different mantra. Instead of an emphasis on backwards compatibility and bleeding edge user experience, there's an emphasis on a democracy by simplicity.