Exactly this. When editing a news-stand magazine I consistently preferred standard capitalisation over companies' own attempts to stand out via ever more creati

Exactly this. When editing a news-stand magazine I consistently preferred standard capitalisation over companies' own attempts to stand out via ever more creative orthography. Google could decide to call itself G00GL3!!!!*^o^o^o if it wanted and that would be their prerogative, but I guarantee you 99% of print publications would still call it 'Google'. Basically, you don't get to control what others call you.