I guess it's pronounced "ee-low" not "E-L-O"

I always assumed that ELO (as in the game player ranking system) was an acronym for something. In fact, it's the last name of the guy who invented the system. So then why is "ELO" almost always written with all caps?

And on a related note, I'm obsessed with this Tigris & Euphrates game app. If anyone has an iOS device wants to get their ass kicked, click the "harass me" link to the right and send me an email.