Everything that is a standard was once an idea and not a standard. I can't speak for motivations, but I do like the idea of an image format that handles our cur

Everything that is a standard was once an idea and not a standard. I can't speak for motivations, but I do like the idea of an image format that handles our current common use cases: JPEG, PNG, GIF. As it is now everyone uses JPEG for too many things otherwise GIF for memes. Gif is a very inefficient video format. There was once TIFF but that was too unwieldy to be of practical use being a 'kitchen sink' design rather than based on usage needs. My perspective is very simple. Google wants an efficient storage and transmission format as they do lots of both. This is not contrary to the needs of consumers. Here's an issue thread[0] on w3c/epub-specs that has some of the finer points. [0] https://github.com/w3c/epub-specs/issues/1344 https://github.com/w3c/epub-specs/issues/1344