#The GIF is dead
Nowadays when we use the word GIF, hardly it refers to the file format, rather we talk about a really short motion picture (often loopable) without sound.
We hardly think of the actual file format used to display these (unless it takes too long to load, then it surely is a G.I.F.)
As such I think we can at last please Steve Wilhite and give him the pronunciation he always wanted by introducing this separation of concepts apt for today:
G.I.F.: Graphics Interchangeable Format. This file format was originally preferred to deliver animated short movies on the internet (Pronounced with a J)
GIF: Short (often loopable) motion picture without sound (This one is pronounced with a hard G)
P.S.: Next time you say the word, think about it, which one did you really mean?