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It's pronounced Gif, with a soft G as in Graphics.
I don't give a fuck what the idiot creator thinks it should be pronounced as, I'll die on this hill with my honor intact, surrounded by the corpses of everyone who thinks Jif is referring to anything but peanut butter.
You say soft g when you mean hard g. Hard g's include GOAT, game, dragon, and gangster. And gif.
What do you mean? It's not said jraphics card?
That's because it's a hard g.
It's pronounced jif because jraphics are his phavorite.
It's pronounced GIF (sounding out each letter), like in that 'If Google Was A Guy' CollegeHumor video. Just so that it doesn't annoy or antagonise anyone for a meaningless purpose. Everyone wins.
Or, maybe both pronouncers (the "jiff" gang and the "giff" crowd) will team up against me for saying that. At least we'll have harmony for most people if that's the case, and I'll be a sacrifice to keep the peace.
GeeEyeFff?
That's my reasoning as well. Jif is for peanut butter, why make things extra confusing?
The peanut butter is exactly the reason he picked that pronunciation. Choosy developers choose gif.
Jif is a cleaning product
But other words like SCUBA and NASA are not pronounced like the words they derive from, so this can't be an all-encompassing rule.
ETA: Or maybe I've been pronouncing SCUBA and NASA wrong