There has been enough 3rd party interest to create multiple AV1/AVIF implementations. JPEG-XL has its original team (doing great work), and then… commenters lamenting, but nobody else invested enough to actually to write the code.
Browsers' goal is not just to have every benchmark-winning format. They also need to minimize attack surface, risk of bug-compatibility (which is why one and only implementation is not sufficient), and watch out for long-term costs of code size, maintenance, and technical debt. New codecs can be added at any time, but can never be removed.
AV1 got in, because video really needed an answer to the looming threat of patented expensive H.265. There was a risk of repeating the pains of H.264 support, and this time without Cisco's licensing loophole. Then AVIF got in, because AV1 was already in. It's that simple.