I can mostly agree with people's names, especially stuff like cultural variations or things that are basically name prepositions like de/Mac/o etc. That said if you decided to change your name to "JOHN SMITH" don't be surprised if that decision was less respected and you were referred to as "John Smith" following capitalisation norms.

Companies don't get even that assumption for me, sure I'll use "iPhone" because they've won that one and it's the cultural expectation, but the only time I'm using "FREE NOW" is to criticise that decision