The word "They" is capitalized in the sentence because the information after the colon is a complete sentence. In this context, standard grammar rules dictate that when a colon precedes a complete sentence, the first word following the colon is often capitalized.
Why is the word “They” capitalized in the following sentence?
Most shoppers have the same goal: They want to find quality goods at low prices.
The information after the colon is a complete sentence.
It is a proper adjective.
It is the first word in a title.
It is a conjunction with four or more letters.
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