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JPEG
(lemmy.world)
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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.
The peanut butter is exactly the reason he picked that pronunciation. Choosy developers choose gif.