Whatever the successor to h.265 it will come a few years too late. This has also been VP8 and VP9's problem - they came years after h.264 and h.265, respectively, were on the market.
The difference is AV1 will be here before MPEG-LA's next codec, and now virtually all chipmakers will support it within 8-12 months of the final spec being released, instead of having Google beg chip companies for the next 2-3 years to implement its codec with small/moderate success.
Additionally, I don't think anyone will want to pay MPEG-LA for its next codec, just because it shares a name with h.265.
The difference is AV1 will be here before MPEG-LA's next codec, and now virtually all chipmakers will support it within 8-12 months of the final spec being released, instead of having Google beg chip companies for the next 2-3 years to implement its codec with small/moderate success.
Additionally, I don't think anyone will want to pay MPEG-LA for its next codec, just because it shares a name with h.265.