I mean, it's just branding. It's had at least three capitalisation schemes that I can remember.

Weird capitalisation schemes are a particularly bad branding approach, as people tend to just ignore them. This is hardly unique to nvidia; any brand which has a weird capitalisation scheme will tend to have it ignored by most people. Especially where it's really awkward/incorrect-looking (in nvidia's case they're trying to get people to use full-caps for a non-acronym).