Its creator, Steve Wilhite, always insisted it should be pronounced 'jif,' like the peanut butter brand — CompuServe staff even joked 'choosy developers choose GIF' as a nod to Jif's old ad slogan. Wilhite made his case publicly one more time in 2013, while accepting a lifetime achievement Webby Award, and the resulting online argument generated tens of thousands of posts. The hard-G camp never conceded, and the debate still flares up regularly today.