Aside from JPEG 2000, which did in fact gain traction in a few verticals, the grandparent might have also confused it for JPEG-LS (1999), JPEG XR (2009), JPEG X

Aside from JPEG 2000, which did in fact gain traction in a few verticals, the grandparent might have also confused it for JPEG-LS (1999), JPEG XR (2009), JPEG XT (2015), or JPEG XS (2019). Honestly I think the biggest risk to adoption of JPEG XL might be this prior brand dilution. https://en.wikipedia.org/wiki/Lossless_JPEG#JPEG-LS https://en.wikipedia.org/wiki/Lossless_JPEG#JPEG-LS https://en.wikipedia.org/wiki/JPEG_2000 https://en.wikipedia.org/wiki/JPEG_2000 https://en.wikipedia.org/wiki/JPEG_XR https://en.wikipedia.org/wiki/JPEG_XR https://en.wikipedia.org/wiki/JPEG_XT https://en.wikipedia.org/wiki/JPEG_XT https://en.wikipedia.org/wiki/JPEG_XS https://en.wikipedia.org/wiki/JPEG_XS