This year, I resolve to minimize my use of incaps when writing about commercial products and companies. An incap changes a word into a logo, and has no place in journalism or commentary -- it's branding activity that colonizes everyday communications. It's free advertising.
So: "Iphone," not "iPhone" and "Paypal," not "PayPal."
Of course, this doesn't extend to the names of people that traditionally take an incap, like "McDonald"; nor to companies that are named for people, like "McDonald's."
Nor does it extend to technical descriptions that include CamelCase, including VariableNames and WikipediaPolicies.
As with every style question, the primary goal is clarity, and so it's common sense to make some other exceptions: "WhoRepresents.com" not "Whorepresents.com." But better to structure your writing to avoid ambiguity altogether: "Who Represents (www.whorepresents.com)"
It's a small thing, but it's amazing how much incapping leaps off the page when you start paying attention to it.
When social media was young, it was obvious that it had some pathologies -- perverse incentives that drove people toward antisocial behaviour. Back in those days, a company named Flickr did some radical things that made it (briefly) the best social network on the internet (until Yahoo bought it and all but destroyed it): among […]
After Deadspin's Laura Wagner published an incredible, brave, detailed look at how her new private equity masters -- Jim Spanfeller/Great Hill Partners -- were running Gawker now that they'd acquired it from Univision, the company (now called "G/O Media") struck back.
The Wall Street Journal investigates major corporations' ad buyers' practice of blacklisting of ads on news stories that deal with the world's most urgent issues, including any news story that contains the word "Trump" or "racism" or "gun" or "Brexit" or "suicide" (so much for reporting on the opioid epidemic).
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On the one hand, nostalgia is “a corruption of the historical impulse,” according to William Gibson. On the other hand, “Super Mario Bros.” will never not be cool. Luckily, there’s a way to satisfy that retro gaming while still keeping an eye on the future: The GameShell Kit. This thing is simultaneously the last handheld […]
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