Do you do the Hoovering or use a Jacuzzi or Sellotape?
genericized trademarks. not quite the same is it.
It's exactly the same thing as you saying you don't ask for a Kleenex, but you would ask for a Coke. Hoover, Jacuzzi, Sellotape, Velux, Kleenex and Coke are all brand names. As is American Express, or Amex for short.