I think the solely reason why JPEG XL did not go off is simple: It had no lobby. No large tech company actively promotes it and so, many people hadn't heard of it. Ironically, the deprecation of it in chrome made me aware of it in the first place. Technically, JPEG XL may be a superior contestant. But from a 'social' point of view? Disastrous, especially considering it already has "JPEG" in it. (To be fair, its also…
Personally, the name always turned me off. I saw the option in photoshop when saving files, but my thinking went "jpg bad, jpg XL is a weird name, must be a minor incremental improvement over jpg".
Anyway, I think "jxl" will in practice be the more common way to refer to JPEG XL images, and the full name will at some point become a matter of etymology and trivia questions.