Posted By:
Scot Reader
Nice post Jamie. I think you are right. "Coupon" and "Ty Cobb" are not fanciful terms (unlike "Sweet Caporal," for example) and thus the quotation marks were an attempt to make clear that these terms were being used as trademarks in this particular context and thereby build brand equity.
So, maybe the addition of quotation marks has more to do with the particular brand names than timing.