[MPEGIF Discuss] Why not bring forward another recommendatory standards for the real-time multimedia system?

[ahan]

discuss
Recently, I came to an exhibition and found a type of MPEG-4 encoder products, which had implemented Simple Profile   level 3, along with G.729 audio and UDP transport. "It could transmit DVD images within the speed of 500kbits/s." He told me. And I asked how coule it implemented so high compression ratio? The answer is that all the coding algorithms came from Standard MPEG-2, and only one rectangular VO. Of course, the image quality was worse than the DVD source. 
So I have one question:
It seems hard to implement the advanced MPEG-4 algorithms in real-time,embedded MPEG-4 encoder products unless the performance of chips will enhance greatly. Why not bring forward another recommendatory standards for the real-time multimedia system?
How do you think about this problem?
Thanks a lot.
guodong