I have to admit it. I nearly lost all respect for Jeffrey Zeldman today at An Event Apart when he pronounced "gif" as "jif". Yes, it was the old web debate all over again. I hadn't heard the term "jif" in years, not since my old drunkard of a boss used it back in 1998. Since then it seemed that people had realized that "gif" stands for "Graphics Interchange Format", not "Jraphics Interchange Format". I don't care what Steve Wilhite has to say about the subject. In an acronym the pronunciation shouldn't change the hard nature of the "g" sound. Choosy developers do not choose "jif", but stubborn old-schoolers still do, apparently.