Funny, I just discussed this with Bytemaster a few days ago. For consistency and so the "bitsh" part is not as noticeable (for obvious reasons) we decided to use BitShares with both Bit and Shares capitalized, in all instances. This is the new answer to our FAQ, which I'm editing and tweaking for our site update. Please use BitShares as you see it here: BitShares.
I was looking on github the bitshares logo, and was very happy finally I saw it there...
I was concentrated at it and then I realized that something doesn't like me...
the blue shell is like a lowercase "b" so I expected to see that on our brand name too... BitShares... BitShares... BitShares nowhere is "b", our logo...
wait why not writing it ... b
itshares... wait a minute there is my "b" , I recognize my logo... wow!b
Anybody that reads "bitshares", in a subconscious way "sees" our shell "b" logo !!! Think about it seriously. "b
PS consider something else too... b
itshares is all about bitASSETS b
itshares is all about bitUSD
what about... bit$hares