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the conversation with the imgur ceo was my favorite part of this piece. for those interested:

> GIFV is not actually a distinct file format, but it is an MP4 or WebM video that is presented via a HTML 5 video element or an Adobe Flash element with options set so as to make it work similarly to an animated GIF (i.e. endless loop with no video controls visible

> http://fileformats.archiveteam.org/wiki/GIFV

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