Comment by rmunn

I suspect the name alone will help drive adoption, especially from non-technical people. Heck, I'm reasonably technical myself (but not expert in image formats) and my first instinct on encountering AVIF was to say "AVIF? Does that stand for AVI File?" And I would have assumed that it's a video format, not an image format. Whereas JPEG XL would have everyone who has ever used a digital camera saying "Ah, it's got JPEG in the name, that means it's a photo format".

Never underestimate the power of a well-known brand name in communicating things to people who know nothing else about the subject. The name is a big part of why I suspect JPEG XL will take off in popularity. (The lossless conversion to and from classic JPEG format is the other main reason).