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I've never been confused about it, not sure what the issue is. There's JPEG, and there's JPEG XL.

Perhaps they should have called it JPEG 2.0.

It sucks that there are several other combinations of 2 letters suffixes that are also taken:

JPEG XR (Windows Media Photo, hdr), JPEG XS (a "realtime" one) and JPEG XT (a "very backwards compatible" one). So besides XL I'm never sure what the hell I'm dealing with.

Unfortunately the authors don't think that is the case. I pointed this out in 2019 / 2020 already.