The creator of the animated GIF has shocked the internet by declaring that it's pronounced... "jif".
That's right, while the online consensus has largely settled on the hard-G pronunciation ("gift" without the T) its inventor Steve Wilhite says we're all wrong.
Accepting a lifetime achievement award at the Webbys on Tuesday, Wilhite said that the Graphics Interchange Format was always meant to be said with a soft G.
"The Oxford English Dictionary accepts both pronunciations," Wilhite said, according to the New York Times.
"They are wrong. It is a soft 'G,' pronounced 'jif.' End of story."
The GIF has been around since 1987, invented as one of the first ways to animate images with low file sizes.
Wilhite took about a month to develop the first prototype image of an aeroplane while working at CompuServe.
More than 26 years later the Gif is still one of the most popular formats online, responsible for thousands of memes, videos and dancing babies. It was even used by Yahoo CEO Marissa Mayer to announce her company's $1.1 billion purchase of Tumblr earlier this week.
But you're all pronouncing it wrong.