They are not capitalizing Coke because, in part of the country, coke could be a 7-Up or “diet dr. pepper.”
This newspaper writer I’ve met notes: “MS Word kept capitalizing ‘laundromat.’ I checked, and Webster’s agrees. Westinghouse copyrighted it back in 1947. But. . . . really?” This led to this interesting discussion about all the words that, once upon a time, were capitalized because they were brand names but are not now:
App Store, Aspirin, Catseye, Cellophane, Dopp kit [I had to look this up, even though I’ve had one!], Dry ice, Escalator, Heroin, Kerosene, Lanolin, Linoleum, Mimeograph, Primal Therapy, Thermos, Touch-tone, Videotape, Yo-Yo, and Zipper.