For Mastering Bitcoin, the publisher wanted to go with Bitcoin-the-network and bitcoin-the-currency. I was fine with that, as its what I normally used, but I discovered when working with the non-Bitcoiner editor and proofreaders that they had a hard time guessing which was which. I got a lot of queries about whether I really meant to use caps (or vice versa for lowercase), especially since I did occasionally use the wrong case. Next time I work with normies, I'll probably ask to just use common noun casing throughout.