[JyrkiAlakuijala]

Multi-corporate effort would likely need to start by first agreeing what is image quality.

Image quality folks are more cautious and tradition-centric than codec devs, so quite an initial effort would be needed to use something as advanced and risky as butteraugli, ssimulacra or XYB. With traditional objective metrics it would be very difficult to make a competing format as they would start with a 10–15 % disadvantage.

So, I think it is not easy and would need substantial investment.