Genericide occurs when a trademark becomes a common generic name for a product or service. ESCALATOR is an example. At one time, it was a trademark for a particular brand of moving stairway. After a while, people came to use it as a generic word for any moving stairway, from any source. Now it is even listed in dictionaries as a generic term for any moving stairway. Other examples of trademarks that have been lost through genericide include ASPIRIN, THERMOS, CELLOPHANE, DRY ICE, LAUNDROMAT, KEROSENE, TRAMPOLINE, YO-YO, and VIDEOTAPE. This is not an exhaustive list. Many other examples of trademarks that have been lost through genericide exist.