I once sat through a week-long scuba marketing workshop put on by the president and owner of a major scuba agency. He also owns several very profitable dive shops, and he is currently using his position in the agency to make affiliated dive shops as profitable as possible. In the workshop, he advocated using non-standard names for most key items in diving gear. For example, his sales staff does not use the word "regulator." IIRC, the preferred term is "air delivery device." As he explained it, his preferred terms carry a subtle hint related to diver safety, sort of like subliminal advertising. He also said that if a student first encounters scuba through your operation and visits other stores to check out gear sales, when they use those terms, the other store's personnel won't know what they are talking about and will act confused. As a consequence, the new diver will assume that store's personnel are not very knowledgeable, and they will be more likely to return to your store.
I believe (not sure) that all the official materials from that agency now use those terms, so you may be hearing them soon.
EDIT: I misremembered. They call it an "Air Delivery System."
