A press release from a typical company will throw as much glitter on their own brand name as possible, and usually butcher the surrounding language a bit too:

"the new FRISBEE [TM] brand Flying Disk..."

If a writer takes this literally, a copy editor has to tone it down or else the brand name will dominate the article text and make it look like an ad, too: "It's a Frisbee." Fun variants include meaningless alternating caps, or a single lowercase 'i' inside an otherwise all-caps word.

Newspapers want to use the brand name, not the logo or an ASCII attempt at one; and in decades past, fixing the caps helped comprehension rather than hurting it. They considered capitalization part of presentation, not content. (Shouldn't a brand name survive an all-caps typeface?)