What are you talking about? Microsoft is charging for HEIF, HEIC, and looking to do it with AV1 and AVIF. Intel started development of EFI in the titanium days as a new standard for servers running unix before it became an open standard. Microsoft wasn’t the only one involved in the standard but apple, redhat, hp, Intel, amd, and a laundry list of hardware/software manufacturers.
Most all the innovation happens in enterprise space with servers running unix/Linux. User operating systems are an afterthought when these features are initially conceived.
Cython