There is no other reason than
Because that's the correct capitalization.
TeX is so written to denote that, in the official logo, the capital E is lowered. Similarly, the A in the official LaTeX logo is raised, but there is no intuitive way to denote 'raising' with letter case, so we lowercase it. Thus, \TeX and \LaTeX.
From the TeXbook (ch.1, p.1):
The correct way to refer to [\TeX] in a computer file, or when using some other medium that doesn’t allow lowering of the 'E', is to type 'TeX'.
The issue has been raised that, despite TeX being the official logo of the technology, TeX is a language that is rooted in the idea of markup. There is no hard-and-fast rule for the markup that it provides—what is laid out on the page isn't required to be (and usually isn't) representative of what's used as input. For example,
\textsc{This is small caps text.}
This does not strictly resemble small caps, but the logical idea is there. Another example,
\includegraphics[width=2.\linewidth]{example-image-a}
This certainly does not look like what gets put on the page, but this is okay. TeX is a markup language and it is comprised of instructions to a typesetter rather than a crude mock-up of the final product (which is the usual approach to word processing).
The important thing to note here is that TeX was also designed to be readable. While the desired output would be far clearer from a markup point of view to use
\[ f^\prime(x) = x^2 \]
or even the ridiculous, MathML-esque
\[ \equality{\function{f}{1}{x}}{\exponent{x}{2}} \]
With this kind of syntax, TeX would have never taken off. Wherever possible/reasonable considering the limits of plain text, input syntax is geared to resemble output:
\[ f'(x) = x^2 \]
Thus, we have \TeX and \LaTeX instead of \tex and \latex as the reasonable representation and thus the input syntax.
\let\latex\LaTeXand/or\let\tex\TeX; this question doesn't really seem all that helpful, in my opinion. – Werner Sep 24 '14 at 19:49\TeXis a trademark and a logo. see Is TeX as word and logo a trade mark? – barbara beeton Sep 24 '14 at 20:56LaTeXrequires 3 presses of Shift is not an opinion, but reality. This is just to address the reasoning foron hold. – ajeh Sep 24 '14 at 21:43\TeXproduces a logo does not explain why the macro must resemble one. – cfr Sep 24 '14 at 22:13\TeXand\LaTeXare spelled the way they are: the lowercase letters sort of evoke the use of either small-caps or lowered uppercase letters in the logos. – Mico Sep 25 '14 at 07:03\TeX, it's that way because that's the way knuth defined it. the\LaTeXmacro was named by analogy. as someone has already said, you're entirely welcome to define an alternative command name -- but please don't (at least in "official" documents) fail to use the agreed form of the logos. although the "products" are now recognized, in the case of TeX, if some lawyer tries to contest it with ams, i'm the one who gets stuck with the initial task of documenting the history, and i'm rather tired of doing that. – barbara beeton Sep 25 '14 at 11:43\TeXrather than\tex. So I think attempts to answer the question a priori are necessarily unconvincing. (You may find it helpful; others may not. Who knows if that is why Knuth did it that way?) [And, I'm tempted to add, who cares?] – cfr Sep 25 '14 at 13:20\Tex,\tex,TEX,\TeX) as opposed to an unreasonable one (\asdfsdafgdse). But a reasonable person could have chosen one of the other possibilities. Reason does not determine a particular choice even though it rules some out. So the only answer to the question has to appeal to Knuth's particular reasons. But that's not the right 'why?'. That 'why?' has no answer. – cfr Sep 25 '14 at 13:25\TeX, i can only refer you to chapter 1 of the texbook: "Hence the name\TeX, which is an uppercase form of\tau\epsilon\chi." regarding\LaTeX, the\Lais presumably the first two letters of leslie lamport's last name; you're not likely to get a definitive answer from leslie. but a reasonable conjecture is that he followed knuth's model -- as have many (thought by some to be too many) other developers of tex-related tools and software. "imitation is the sincerest form of flattery." – barbara beeton Sep 25 '14 at 13:33\LaTeX. – barbara beeton Sep 25 '14 at 19:46\LaTeXis more clear that\latex? Not sure, but tradition still matters. – Fran Sep 26 '14 at 10:20