I suspect it's a similar phenomenon as people capitalizing visa when the topic is international travel / migration instead of payment networks.

No, it’s people in the industry correctly using a registered trademark. Sometimes you’ll even see someone say “I’m a Realtor®”. It’s all proper. It’s just funny because they’ve put so much effort into being perceived as a legitimate profession that they’ve made a mockery of it.

Or using title case for acronyms like "Nasa" particularly on government and news websites who should know better.