The Phil Are GO! Investigative Journalism Brigade had just learned that in 1962, Vernon, Dorothy and Carol took a road trip, at one point passing through Texas. They purchased this novelty postcard of a cowboy riding a huge jack rabbit, and sent it to their friends Eddie and Rita Horton, in Dwight, Illinois.
In the body text of the postcard, none of the involved parties saw fit to wonder what rules of capitalization the Dexter Press were following. At this late date, it's possible we may never have an explanation.