For what it is worth:
I grew up pronouncing it with a soft G, and so it is physically the comfortable to say. I also think the hard G sound is more aggressive, and I'm a lover not a fighter.
It's also somewhat incredible that the format has so much mainstream popularity. The GIF format has never not been mediocre.
Welcome to post.lurk.org, an instance for discussions around cultural freedom, experimental, new media art, net and computational culture, and things like that.