You're correct that lower case is easier to read. It's not really subjective. Several studies have been done on this topic.
Here's [[http://books.google.com/books?id=iJE-UcPqUTcC&pg=PA62&lpg=PA62&dq=typogr...|one explanation]] that's fairly well illustrated.
That's probably where I got that idea from. Have the book.
Does it matter with a company title though, as it's so short?
What I said above applies to the case of two words used as a word mark. I think the benefits of using lower case for continuous text are quite obvious, I didn't mean to imply the opposite.
Avenir title caps