How do you spell WALL•E?

Disney and Pixar — who ought to know — say it's "WALL•E."

End of discussion.

Right?

Not quite.

Some media organizations are having difficulty getting their heads around the new world.

For example, the New York Times uses a dash instead of a dot and can't bring itself to capitalize letters after the first:

The Wall Street Journal uses all caps but can't manage the dot, instead opting for the Times-ish dash:

The Washington Post does it right:

Why is it a problem to simply use the name given by the namer?

Simple.

The Grey Lady has its own internal punctuation and style standards that trump the actual name chosen for a product.

Thus, a Times headline begins

instead of iPod.

This is not the cause of the Times' ongoing, accelerating collapse but, rather, a symptom, somewhat like the refusal of the paper to print email addresses for every reporter under their byline.

I emailed Bill Keller, executive editor of the paper, a few years back and pointed out to him that Podunk publications like my hometown Charlottesville Daily Progress were already doing this and maybe it was time for his ocean liner to change course.

He responded that they were "looking at this" but I guess the visual field must be really large 'cause it still hasn't happened.

e.e. cummings, call your office — your capitalization is ready.