I have unnaturally strong feelings on the topic and think that, in general, all company names should start with a capital letter, with the rest lowercase, unless the word is an initialism. Even acronyms, according to AP, become lowercase when they are more than six letters. (I’d prefer to lower that to five or six or more letters, even.)

Have you read Bill Walsh’s books Lapsing Into a Comma and The Elephants of Style? I think you’d enjoy them. In any case, Bill has a section in Elephants on the topic that is a good read:

“You’re a writer, not a logo replicator, and the capitalization of proper nouns is one of the most basic principles of English orthography. … Decisions about capitalization are ultimately the responsibility of writers and editors, not corporate hucksters. … Use all caps for names that aren’t initialisms and your writing will look like a cheesy news release. At the other extreme, the all-lowercase fad deprives readers of the most basic of visual cues.”

Another exception comes with the delayed caps, such as in eBay and iPod. Most copy editors don’t mind those, under the theory that the capital letter — to signify the presence of a proper noun — is at least quite near the beginning of the word. Similar to deBerg or other such last names.

Did you have any idea my response could go on for so long? Truth be told, I probably could have written three times as much.
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That’s why Media Orchard loves you, Nicole!