Coke vs Pepsi. vi vs emacs. I bring you the ultimate preference showdown. How do you pronounce "GIF" (the image format)? Feel free to comment, but I don't need the "why" or what the inventor of the format has said. This is purely a descriptive usage poll, not an argument over proscriptive usage or what one "should" say, or why. If you had to speak a file name "foo.GIF" do you personally *say* it with a hard G or a soft G sound?