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I think it's fine for Xbox to change its name to XBOX but also don't let that impact whatever your editorial style is. Companies do this all the time to try to put extra emphasis on their brand. Your job is to not fall for that and keep doing whatever seems sane. You do not need to write inFAMOUS.

At one point Epic tried to start calling their game UNREAL TOURNAMENT and wanted us to rename the page on GameSpot to match. No. You don't need to do that. Even if they ask!