...and you have exposed yourself to be culturally ignorant. (East) Indian people often spell words in ALL CAPS to emphasize importance. I know this from past experience dealing with (East) Indian people in a professional software development environment for over 10 years. So I believe that was what the original author intended.

p.s. He is also a former Google Engineer who was part of the small team that built GOOGLE NEWS. http://dealupa.com/about