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You might find this of use where a surfer is looking for things like BMW, IBM, or GMT, etc.
If it's important to your trade name or to your surfers, remember to make use of upper and lower case.
"If you type a word all in lower case, AltaVista will search for both lower and upper case. But if any letter is in upper case, AltaVista searches for the capitalized version of the letter only."
This made me a lot more relaxed about keywords on my pages -- brandnames and so on. I used to think that AV required an exact match in capitalization.