And, in a flash, it all became clear: “It’s pronounced JIF, not GIF.” Of course ... And, of course, the peanut butter brand was getting lots of free publicity along the way.

There’s a viral loop in place where every time you make search a little better it’s faster ... figure out how to get the right GIF in front of the right person in those couple of slots ...

GIFs are the lifeblood of the internet, the reason most of us get up in the morning ... when you drop the link on Facebook or Twitter. “It’s a little known fact, but the GIF format was ...

And, in a flash, it all became clear: “It’s pronounced JIF, not GIF.” Of course ... And, of course, the peanut butter brand was getting lots of free publicity along the way.