For anyone interested in this new graphics format, there's a handy tool that allows conversion from JPEG and PNG to JPEG XR. Interestingly, it is developed using Adobe Flex and deploys as a desktop AIR application. It weights less than 1 MB and is free.
JPEG XR Exporter by Cycle-IT:
http://www.cycle-it.com/jpegxrexporter/
A brief introduction to the tool, and the JPEG XR format (in Spanish):
http://nosmoke.cycle-it.com/2012/08/20/presentamos-jpeg-xr-exporter-convierte-facilmente-tus-imagenes-png-y-jpeg-a-jpeg-xr/
that app does not expose any settings beyond what I do here :) not that flash gives us much more control, though... I have looked into BitmapEncodingColorSpace - there seem to be only 3 options out of 44 that jxr can support according to http://en.wikipedia.org/wiki/Talk:JPEG_XR#Rewriting_the_Support_for_more_color_accuracy