There’s an interesting quirk that shows up when many companies or organizations develop content of all types. They capitalize words that have no business being capitalized. Or, to put it differently, They capitalize Words that don’t really need to have Capital letters.
I suspect the reason they do that is that they think the use of capital letters make the words seem more Important or Impressive.
After a recent blog entry about exclamation points, fellow writer Tony Perona shared his own personal frustration – people who present their messages with an abundance of capital letters. They generally do it either because they think what they’re saying is REALLY IMPORTANT or because they think it ADDS EMPHASIS. They rank right up there with people who overuse boldface or underlining.
Using ALL CAPS, boldface, or underlining in print is the same as raising your voice to make a point. If you were speaking and wanted to make sure that your audience recognized that something was really important, you’d probably only stress the word “really.” If you stressed every word, you’d end up sounding like a raving maniac.