You thought it had been settled, didn’t you? You’ve been practicing the new pronunciation (or the old one). And now you’re going to have to think again. Recently, the White House very presciently decided to open its own non-purple Tumblr account. It took the occasion to declare with seeming finality that GIFs — those very files that so many people find funny — are hard, not soft. Hard as in hard “g.” Gif like “gift.” Not like “jiffy.” Some giffers fell in line. Now they will have second thoughts. For the GIF’s creator, Steve Wilhite, begs to jiffer. As The New York Times reports, Wilhite will be accepting a lifetime achievement award at the Webby Awards Tuesday night. So he thought he’d offer something of his own. The former CompuServe employee served up this definitive quote to the Times: “The Oxford English Dictionary accepts both pronunciations. They are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.”