Comment by charcircuit

>it isn't Google.

It is Google. The JPEG XL standard evolved from a codec Google made, Google was involved in the standardization process, and Google heavily contributed to the reference implementation of JPEG XL.

https://ds.jpeg.org/whitepapers/jpeg-xl-whitepaper.pdf

  Editors:
  Jyrki Alakuijala – Google, Switzerland
  Jon Sneyers – Cloudinary, Belgium
  Luca Versari – Google, Switzerland
  Jan Wassenberg – Google, Switzerland