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Explanation
The Joke
Two people are having the classic internet argument about how to pronounce "GIF" -- is it a hard G ("gif") or a soft G ("jif")? A third person interjects that this is "a stupid discussion" and declares that GIF is "properly pronounced 'HYEEF,' from the Proto-Germanic word meaning 'to put similarly pigmented objects next to each other.'" This is, of course, entirely made up. In the final panels, the first person says, "I know you're lying, but I want to believe," and the third person responds, "Join me. Choose happiness."
The comic lampoons the GIF pronunciation debate -- one of the internet's most tired and irresolvable arguments -- by offering a third option so absurd that both sides would rather accept it than keep fighting. The invented Proto-Germanic etymology is a parody of the kind of authoritative-sounding linguistic claims people make in online debates.
The Humor
The brilliance of the joke is in the final exchange. The person who says "I know you're lying, but I want to believe" captures a very real human impulse: sometimes we are so exhausted by an unresolvable argument that we would rather accept a comforting fiction than continue fighting over the truth. "Choose happiness" frames deliberate self-delusion as a form of emotional self-care, which is both funny and weirdly compelling. The comic also works as a meta-commentary on how many internet debates generate far more heat than they are worth.
References
The GIF pronunciation debate has been ongoing since the format was created by CompuServe in 1987. Its creator, Steve Wilhite, has stated that the intended pronunciation uses a soft G ("jif"), but this has done nothing to resolve the dispute.