If memory serves, the creator of the gif format was known to say "choosy programmers choose gif", a reference to the classic "choosy moms choose Jif" slogan. He

If memory serves, the creator of the gif format was known to say "choosy programmers choose gif", a reference to the classic "choosy moms choose Jif" slogan. He always said the official pronunciation is "jiff". His name escapes me though.