Why does Amz write it as "Arm" when it is an abbreviation?

Arm's marketing department doesn't consider it an abbreviation any more.

The progression of the Arm brand goes something like this:

* ARM (abbreviation for Advanced RISC Machines)

* ARM (not an abbreviation for anything, but looks like one)

* Arm (current name, still not an abbreviation, now looks like a word)

* arm (what the current logo looks like, even though the company name has a capital letter)

okay, interesting - but at the end of the day they all refer to Advanced Risc Machine technology, right?