2,083 notes July 17, 2012 John & Hank on the pronunciation of GIF Hank:It's GIF (JIF) if you're the developer of the format John:But the people who made it thought it was JIF, but since books belong to the readers... Hank:Everyone calls it John:...we call it GIF. We get to decide what it's called. Hank:It's not a book. John:Well, things belong to the people who use them, not the people who create them. Hank:That's beautiful John. I've only heard you say that seventeen thousand times.