I give you...market confusion

How the hell is the consumer suppose to know what they are buying? Why didn't we see this with 'Power Steering', 'Anti-Lock Brakes' or 'Cruise Control'? What's the big deal here?

Life-saving technology goes by many names

While it is known generally as Electronic Stability Control, car companies use different names for this important technology.

June 13, 2006: 7:05 AM EDT

NEW YORK (CNNMoney.com) - Below is a list of the trademarked names used by various car brands for their Electronic Stability Control (ESC) systems.

Acura: Vehicle Stability Assist (VSA)

Audi: Electronic Stability Program (ESP)

BMW: Dynamic Stability Control (DSC)

Buick: StabiliTrak

Cadillac: StabiliTrak

Chevrolet: Active Handling (cars); StabiliTrak (SUVs)

more here...