Is that how they're doing it? Gfycat uses native WEBM and MP4, which means it uses native HTML5. When I checked one of the story's links, it was an MP4. Weirdly, it's in an iframe instead of a video tag. Are you using a browser that doesn't support MP4 playback? Some websites use Flash polyfill to support bad browsers.
We really need to have To Hell With Bad Browsers 2.0. It's been 13 years.
I just think it's funny that the thing that it took to get HTML5 video to catch on isn't Youtube, but bandwidth costs of animated GIFs. And honestly, I'm pretty sure that's what this is all about.