I’m frequently annoyed by the scourge of all caps across the web. Not far off in egregiousness is the title case bloat, which seems to be the norm. I get it, in those cases where you cannot manipulate fonts, it makes sense. But overall, I’d like to see more brands putting the web searcher first when making such decisions. To my mind, that means using more sentence case.
I say, when it comes to a brand’s content, put as much emphasis on getting read as you do on getting it noticed.