Writing in all lowercase is an aesthetic akin to an executive wearing jeans and a T-shirt. It is supposed to impart an air of self-confidence, that you don’t need to signal your seriousness in order to be taken seriously.

However such signalling is harder to pull off than it seems, and most who try do it poorly because they don’t realise that the casual aesthetic isn't just a lack of care. Steve Jobs famously eschewed the suit for jeans and mock turtleneck. But those weren’t really casual clothes, those mock turtlenecks were bespoke, tailored garments made by a revered Japanese fashion designer. That is a world apart from throwing on whatever brand of T-shirt happens to feel comfortable to the wearer.