Seems like others were curious too, given the Wikipedia page on Guetzli mentions:
> Butteraugli. ... How the hundreds of parameters that model the properties of the human visual system were derived remains unexplained.
My rough understanding is its multi-scale convolution architecture was inspired by biological visual perception (perhaps how the layers of visual cortex gradually represent higher level features, ish), and involved some sort of empirical parameter tuning based on human evaluations. It'd also be a very nice resource for beginners wanting to learn more about image/video codecs (like me :)