Is this a good argument? Nobody is going to adopt something without being natively supported by browsers without ugly js hacks, and when it comes to browser standards it seems to me Google has more leverage than anybody else. Cloudinary has made a lot of posts about JPEG-XL, so you might say they're quite biased towards it, but it also seems to me there is some interest in it by multiple companies [0, 1]. I personally very much doubt webp would be anywhere today without the massive (arguably deceptive) campaigning and double standards it had.
0. https://en.wikipedia.org/wiki/JPEG_XL#Industry_support_and_a...
1. https://bugs.chromium.org/p/chromium/issues/detail?id=117805...