I call my Cybook a Cybook, and that's about it. I can't think of anything else that I call by the brand name. And the Cybook gets that for the same reasons we call a Hoover a hoover, because "electronic book" is too much of a mouthfull. iPod I think falls into the same place - would people know what you meant if you said "DAP"? By iPhone users are religious fanatics! It's a phone, that's all!