def format_comment_title(product):
    """Produce a Markdown-formatted string based on a given "product"--a string
    containing a browser identifier optionally followed by a colon and a
    release channel. (For example: "firefox" or "chrome:dev".) The generated
    title string is used both to create new comments and to locate (and
    subsequently update) previously-submitted comments."""
    parts = product.split(":")
    title = parts[0].title()

    if len(parts) > 1:
       title += " (%s channel)" % parts[1]

    return "# %s #" % title