clarify usage of setuptools vs Setuptools

docs/userguide/datafiles.rst

@@ -9,7 +9,7 @@ location. However, the most common use case for data files distributed
 with a package is for use *by* the package, usually by including the
 data files **inside the package directory**.
 
-``Setuptools`` focuses on this most common type of data files and offers three ways
+Setuptools focuses on this most common type of data files and offers three ways
 of specifying which files should be included in your packages, as described in
 the following section.
 
@@ -177,7 +177,7 @@ file, nor require to be added by a revision control system plugin.
 
 .. note::
         If your glob patterns use paths, you *must* use a forward slash (``/``) as
-        the path separator, even if you are on Windows. ``Setuptools`` automatically
+        the path separator, even if you are on Windows. setuptools automatically
         converts slashes to appropriate platform-specific separators at build time.
 
 .. important::
@@ -455,7 +455,7 @@ With :ref:`package-data`, the configuration might look like this:
             }
         )
 
-In other words, we allow ``Setuptools`` to scan for namespace packages in the ``src`` directory,
+In other words, we allow setuptools to scan for namespace packages in the ``src`` directory,
 which enables the ``data`` directory to be identified, and then, we separately specify data
 files for the root package ``mypkg``, and the namespace package ``data`` under the package
 ``mypkg``.