Well in the olden days it all used to be skid plates. Skid plate for your tranny, skid plate for your xfer case, skid plate for your "fill in the blank".
Then a recent graduate of the Phoenix Online School of Marketing thought "there's got to be a sexier word for skid plates that'll sucker people into buying them and paying more for the privilege". After an afternoon of watching CNNs' coverage of the war in the middle east and the devestation wrought by ieds he had a Eureka! moment.
"I know! I shall call it all armor, giving it that oh-so-sexy military connection of manly toughness and young impressionable males shall line up in droves to purchase the "armor" for their Tacomas and Tundras and all manner of rice based foreign automotive goodness, along with Jeeps and all their bratwurst based breatheren, and all shall be well in the automotive marketing world".
