Steve Wilhite, created of the Graphics Interchange Format (GIF), yesterday announced that he was annoyed that people failed to pronounce the name of the file format correctly.
Speaking to the New York Times before he accepted his lifetime achievement award at the Webby Awards, he said: "The Oxford English Dictionary accepts both pronunciations. They are wrong. It is a soft 'G,' pronounced 'jif.' End of story."
The news is causing debate on Twitter and other social media sites, with some outraged by the news, and others not too bothered.
How do you pronounce it? Answer our LinkedIn poll.