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To be pedantic, they aren't using "Umineko: When They Cry" or "Higurashi: When They Cry" for the manga translations. There's no colon there. Yen Press uses "Umineko WHEN THEY CRY" and Higurashi WHEN THEY CRY". Although on the actual Higurashi volumes, the "Higurashi" is the main title and the "WHEN THEY CRY" is a smaller subtitle, so it doesn't look so bad.
I don't think it makes perfect sense to translate it that way, because it mixes and matches Japanese and English. It doesn't give the full series title either, but truncates it and puts on the brand name instead. Granted, it looks sillier if they use that format and do translate it. "Seagulls: When They Cry" and "Cicadas: When They Cry" makes it look like an animal manga.
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