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Ugh, I honestly couldn't tell if this article was a joke or not (it seems to not be). The more you read the more absurd it becomes.

I've not heard of JPEG XL before now. Why would you name it that? XL certainly doesn't make me think "wow that sounds like way better compression".

JPEG Blockchain: come on! Are you really so worried about being relevant that you have to talk about blockchains in your press release?

JPEG AI: I could image that this is real, but I'm fairly skeptical of anything that is taking about machine learning and blockchains in the same context.

Its so unnecessary too. A 3x quality improvement is massive. Why not just let that speak for itself? This press release makes me hope just a little bit that JPEG XL loses out to WebP or HEIF.