GIF Creator Steve Wilhite Receives Lifetime Achievement Webby Award ⇥ bits.blogs.nytimes.com

“The Oxford English Dictionary accepts both pronunciations,” Mr. Wilhite said. “They are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.”

Look, I know you invented the format. But it’s pronounced with a hard ‘G’. If you wanted it pronounced with a soft ‘G’, you should have called it the ‘JIF’. End of story.