[vetinari]

> Think of HEIF as a versatile, extensible, standardized container format. The media coding scheme is separable. This is a big deal for the future of image/media coding because we're no-longer locked into "yet another format" that's tied to the codec.

There were similar approaches in the past and they failed. Electronic Art's IFF, or later TIFF, were also designed as extensible containers. The vast majority of the software handling these formats handles only the most popular codecs, the fringe one pushing it forward will get ignored.