I like the upper-case S, as other terms within it follow that pattern: BitAssets, BitUSD, etc.. I also like it as it's more clear to read. With bitcoin, a 't' followed by a 'c' does not link phonetically, so it's unambiguously 'bit' + 'coin'. However with Bitshares, a 't' followed by an 's' is a common phonetic link, and therefore the division can be ambiguous for those who have never seen the word before. 'Bits' + 'hares' or even 'Bitsh' + 'ares'.