Steve Wilhite, creator of the GIF has sparked controversy by declaring during an interview that his creation is properly pronounced "Jif".
This would be fine, except no one actually says the word like that, except, apparently, Wilhite. And this is no passing whim for him, either, but a firmly held conviction: "The Oxford English Dictionary accepts both pronunciations," he said. "They are wrong. It is a soft 'G', pronounced 'jif'. End of story."
The jury might be out on pronunciation, but Wilhite is definitely wrong about one thing. This isn't the end of the story. It's only the beginning....