Most existing image formats have extensive publicly available technical documentation or specifications to guide the implementation of encoders and decoders. PNG, TIFF, WebP, GIF, QOI, among others have complete specifications available for anyone to access. AVIF's spec references a few non-free bits but the bulk is accessible. A few other common formats lack public (or perhaps any) specs but have been sufficiently reverse engineered that they can be independently re-implemented. Without this culture of openness the image-rs project would not have been possible.
In contrast, the specification for JPEG XL is locked behind a paywall. There is an open source reference implementation, but it weighs in at 140,000+ lines of multithreaded C++ making it of questionable value for anyone hoping to learn the details of the format. Especially considering that sparse public documentation that does exist indicates that JPEG XL is an incredibly complex format, meaning that any reverse engineering effort would surely be a slow and painful process.
PR #1945 seeks to add JPEG XL decoding to image-rs using the jxl-oxide crate, which means at some point we're going to have to make a decision on whether to support it. My personal view is that I'd rather not spend any of my time helping spread non-free image file formats when there's already so many open formats in widespread use. But I'd imagine some users may feel differently (especially JXL's "enthusiastic" supporters who hope it will one day replace all other image formats...)