To clarify, I am a business writer (and edit for other people in a business setting). I don't do books, etc.
This situation is a mess - I can't open the link (it seems to be blocked by my work's server) - but if their proper name is in lowercase, then it should remain in lower case. After all, I'd write "iPods are the most common music device around today" not "Ipods" because "iPod" is the name of the product, even at the beginning of a sentence. But if the body copy of the Web site uses upper-case, that changes things. In any case, I'd indicate it was a proper noun in some way, perhaps by using italics the first time, and identifying what this thing is in parantheses after the name appeared.
I think choosing an adjective and a common noun as a brand name AND choosing to use them in lower-case is a poor branding and marketing decision.