based on what i've seen around the internet in print and especially in apple's and ebay's writing it seems they should be capitalized as they appear even when at the beginning of a sentence ebay is a great auction site is correct ebay is a great auction site is incorrect ebay is a great auction site is also incorrect ebay is a great auction site is super duper incorrect ebay example about ebay ebay is the world's online marketplace enabling trade on a local national and international basis apple example imac comes with ilife a suite of easy to use applications that make the spectacular part of your everyday life both accessed june as for typing in allcaps well that is bad style anyway i don't think any way would be more correct in an already incorrect situation like that so i'll say nothing