What do you do, as a professional writer or editor, when faced with this challenge: A movie about Steve Jobs is advertised with the funky title of “jOBS.” Do you use that same capitalization style when writing about it? Or do you use the traditional style and capitalize only the first letter? Or do you follow the lead of the editors for the Yahoo! front page and try two different styles?
Sometimes it’s better to just make a decision — any decision — and follow it consistently. Otherwise you may be looking for a new job.