What's in a name: incontinence briefs, or diapers?

When purchasing incontinence supplies, I am often struck by the "briefs" label used by virtually every brand, retailer, and online store. For myself, I never think of the products as briefs. They are clearly adult-sized diapers, and a large majority of incontinence supprt group/forum contributors refer to them as diapers.
 

So why the "briefs" label? I assume it is to reduce the stigma for product users, as if store clerks and other shoppers won't realize what they are. For me, I think this may actually increase stigma, since it implies that adult diapers are too horrible to acknowledge. Maybe a Wal-Mart shelf with an adult diapers label would make it clearer that incontinence is not all that unusual.

Just my two cents... What do you think?