I think that's the only excerpt from the blog post suggesting that companies will do this research out of good will. The reality is that this work is largely being done by academia and government research groups for now and it's unclear that MPEG is pushing the state of the art forward more than incrementally.
There's also the idea that our personal medical data (which is only a portion of all genomic data currently but it's increasing rapidly) should be entirely open to reading, no licenses required.
It's in all our interest to have better codecs, but not at any cost. Only if you are serving billions of videos a day does it make sense to freely contribute improvements to codecs.
There's also the idea that our personal medical data (which is only a portion of all genomic data currently but it's increasing rapidly) should be entirely open to reading, no licenses required.