We often get complaints from BBC readers about how we ignore branded capitalisations in company names – Ebay rather than eBay, for instance.
Some people see this as an error, but we tend to hold firm unless there’s a solid legibility argument. It’s not up to journalists to help a company push its branding.
And so the same must be said of Amazon’s new “headquarters”.
At first, Amazon referred to its search for a new city to build in as creating “HQ2”. In the end, it settled for two smaller offices, one near DC, the other near New York.
No doubt Amazon will come up with its own names for these locations, but no journalist should repeat it. I back the #HQ2IsAnOxymoron pledge.