I'm genuinely not seeing the usefulness here. There's always been a tradeoff between image quality and the rate of compression. What they're basically saying is

I'm genuinely not seeing the usefulness here. There's always been a tradeoff between image quality and the rate of compression. What they're basically saying is that they are worsening the compression ratio for better image quality, but they want to be the ones to slap a name on this 'new' paradigm shift? Sure they're also making their own compression scheme, but it doesn't matter all that much. We can pretty much gain the equivalent of what their saying from just streaming images encoded with pre-existing lossless compression schemes like png.