[DJ MacWoW]

Bathroom-fixture maker Kohler, the WSJ reports, set its wizards the task of renaming the “grab bar” — a shower fixture for, shall we say, experienced bathers. They came up with “belay” (after the mountaineering term), and designed it to blend unobtrusively into the tile wall.

So the old folks demanded this? They picketed and begged not to be called "old"? *sigh* Marketing gimmicks are not the fault of the public.

[texteacher]

“the “grab bar” — a shower fixture... designed it to blend unobtrusively into the tile wall.”

As far as I am concerned, this is long overdue. One does not need to be elderly to need something to grab on to while bending over in the shower to scrub your feet. Why does a safety device have to look ugly. I am glad they are blending in grab bars and will begin immediately to find such equipment which blends in with the decor.