In Henry Ford’s day, brakes were brakes, and a steering wheel was a steering wheel. But not anymore. Now auto makers want their proprietary technology to seem superior to their competitors’, so they give it a brand name instead of labeling it generically. The Automobile Association of America argues that this practice is confusing to drivers and could actually be dangerous.

Should auto tech be branded? Maybe, maybe not, but the genie is out of the bottle now.

See: The names car companies use to describe their high-tech features sound like gibberish