That's a very good remark, thanks for pointing it out.
In a nutshell, the High Efficiency Image File Format (HEIF), also known as High Efficiency Image Coding (HEIC) is a file format, which is (as pointed in the name format) more efficient when it comes to the ratio image quality - file size. What that means is that you can capture images, which take as much storage space or less than classic .jpg files, and retain much more details. Now this format also exists for video (named HEVC), and has already been implemented into a wide range of devices including Fujis.
The drawbacks are that the implementation of this format for stills has been somewhat slow, and although it is now available with the latest iPhones, it is supported by Adobe and Canon just made the move to implement the HEIF format into its 1DXIII, most social media platforms don't support it, so as of now there are still some limitations.
When it comes to actually implementing the beast, if I understand it correctly, it is rather time consuming, which can draw a considerable amount of the manufacturer's resources. On the other hand most manufacturers will make the jump at some point, so one can debate why not now.