The Secret Fast-Track VISA Program for French Startups Hiring US Millennials

Why does the author consistently capitalize "visa" as "VISA"? "Visa" is neither an acronym nor an initialism -- it is derived from the Latin "charta visa," meaning "a paper that has been seen."

The financial-services firm Visa, provider of credit and debit cards, also doesn't capitalize its name. So I'm wondering how the author (ostensibly a native English speaker) has been led to consistently write "visa" in all caps.