[dspillett]

I think “since the 90s” here is “since the late 90s”. When I first was aware of gif files (in the early 90s IIRC) I only saw the name and meaning in print so went with the hard G to match the g's pronunciation in graphics, I don't think I was aware of the original intention to pronounce it jif until somewhere in the early 2000s, at which point the use of the hard g was almost ubiquitous and the soft g idea was presented as an interesting/amusing aside.

[npteljes]

One of Wiki's sources date it back as far as 1994, and that's a news article, so the thing must have been going on for a while.

Thinking about it, I think I understand why hard G makes sense for people. With GPU, we pronounce the the individual letters, as it's clearly an abbreviation - as no sane English word starts with "gp". With GIF though, even though it's an abbreviation, it looks a lot like a normal word, "gift", and English also has "give", another one with a hard G, so it feels familiar to say. Moreover, the US, where GIF comes from, has Jif already established as a peanut butter brand, so it makes sense to not pronounce a newly invented, differently written word the same as an already established thing. Well, at least to some it makes sense!