Actually, lots of people were talking about it, and lots of people at big companies like Facebook were excited when Google added it behind a flag. Shopify even rolled out JXL to their storefronts not long after JXL was added to Chrome.

> Note how noone is asking Mozilla why Firefox won't support it or actually building websites using it.

People do ask why Firefox isn't supporting it, but the answer is obvious: because Chrome dropped it, and Firefox has what, 5% market share?

And people do use it on websites, you just didn't notice because companies like Nike don't tend to write up blog articles about how they're using a cool new image format.