I think that they copy right the ( reach and wash ) part before it took of in this country by the diy and the smaller companyies.
But now it has got to the point where it has become a common term by alot of people that don't know it has a copy right on it. This is where ionics are going to struggle because the law in the uk states that unless they fight very hard to keep it in there use only and not let it become a common term like hover it will become a common use term and will lose copy right stateus.