Not just an image format, everything you want to become widely adopted and standardized should refrain from using the GPL, even the FSF[1] recommends using the Apache License in this specific case.
Some libraries implement free standards that are competing against restricted
standards, such as Ogg Vorbis (which competes against MP3 audio) and WebM
(which competes against MPEG-4 video). For these projects, widespread use of
the code is vital for advancing the cause of free software, and does more
good than a copyleft on the project's code would do.
In these special situations, we recommend the Apache License 2.0.
I think it's great to have a free software solution which wholly eclipses the competition. It's an incentive to use free software (use free software and get the best image codec in the world).
Yes, but the technology of "storing images" is never going to become the domain of free software. It's a little late for that.
If you're trying to drive widespread adoption of a competing file format, then don't GPL the only code that implements it. Make a brain-dead reference implementation with a license as unencumbered as you can stand. (Then code up an elegant implementation and GPL that.)
He intends to make the spec public as well as to switch to a more permissive license once the format has stabilized, so I wouldn't be too concerned yet.
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