COVERING THE IMPORTANT NEWS: Jif peanut butter to release limited edition Jif-GIF jars to settle ‘great debate.’

Well, that’s how I was taught to pronounce it, by the original  1996 spiral-bound Wired Style: Principles of English Usage in the Digital Age, an elegant little book, written in a more civilized era, when the publication still leaned libertarian, prior to its being acquired by the massive Condé Nast empire.