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I mean it was always viable. Chrome did an opt-in experiment that no one heard of and than used it as a justification for ceasing its development. As a format it is just a win-win situation. Most of the companies that deals with images spoke for JXL. I think Google tried to push its own format in favour of JXL. So I really don't think it is moot.

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JPEGXL was (co)authored by Googlers so it's also their "own" format.

Google is big enough to have its own bureaucracy & infighting for this to easily & plausibly happen.

I think AVIF format had a play in this whole ordeal.

It’s a shame too because it takes a lot more resources to encode & can often give results that are too smooth. JPEG XL offers a lot of features from years of other formats like FLIF that never quite made it over the hump. You know you’re making deafened decisions when Facebook+Adobe were on the same side as GIMP+Krita in pleading to get the format back.

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