Answer: Ignorance? Snobbery?
GIF (or Graphics Interchange Format) is a file compression standard that allows images to load more quickly on a webpage.
Note that the word graphics uses a hard “g” sound, not a soft “g” or “j” sound. To this day, though, the web cognoscenti (snobs, in other words) insist that the word should be pronounced JIF.
Prove why. There’s nothing in the originating words to support a “j” sound.
Or, better yet, who cares? If they want to JIF themselves, let them.