AV2's mission is to nip VVC in the bud. They seem to be more or less at parity, and given that, why would anyone want to use a royalty-based codec when they could could use an essentially equivalent free one? There's no massive hurry to implement either - we have existing codecs that are largely good enough for now - this is technology which take 5 to 10 years to fully deploy, as has been seen with other codecs.