The big thing, to me, is that it can losslessly encode JPEGs, the dominant format for allllll sorts of archived images. That’s huge for migration of images that don’t necessarily exist in any other format.

Plus, as I understand it, JPEG XL performs better at those video-derived formats at lossless high resolution applications relating to physical printing and scanning workflows, or encoding in new or custom color spaces. It’s designed to work in a broader set of applications than the others, beyond just web images in a browser.