Steve Wilhite, caused a firestorm in late May, 2013 by saying “The Oxford English Dictionary accepts both pronunciations. They are wrong. It is a soft ‘g,’ pronounced ‘jif.’ End of story.” The inventor of the format has said that before, on several occasions, and while the ‘soft-g’ JIF pronunciation was used in the early days of the internet, the vernacular has changed, and the ‘hard-G’ GIf is now said by more people. I’ve been on team “Gif” (hard G) since I started toying with the internet in the late 1990s. The jiffies need to catch up. Game over.