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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.

The only time I’ve seen a name change actually go through across the board was when Trenched downgraded to Iron Brigade. RIP Trenched 🙏🏼

Unless you’re talking about MF DOOM