Sometimes it is smarter for the short and long term just to right a little jQuery in your controller. You are right, don't worry about reusability until you actually reuse something for the 3rd time.
If you are going to be doing something a lot (capitalizing the first letter in your example), then I think writing the filter does save you in the long run. Writing the filter doesn't seem worth it when you project is small. When you project gets big, and there are little one off jQuery statements everywhere, it gets unmanageable.
The filter allows you to look at your template and immediately know why that word is being capitalized. With jQuery, a year from now you won't remember why/how it is being capitalized, and you'll be grepping for ids and class names.