There are two common pronunciations of "either": British /ˈaɪðər/ and American /ˈiːðər/. If Americans are more or less consistent in this regard, then the Brits seem to be freely using both. In fact, from what I can tell, "either this or that" is more often in the first form, whereas "me either" is in the second. But I may be wrong. Is there any kind of an informal rule in the modern British English with regard to this?