I call it a "Jump Drive" usually, and a "Flash Drive" on occasion.
I absolutely hate when people call a flash memory store device a "USB". USB stands for "Universal Serial Bus" which is the most common way for a accessory to be connected to a computer at this time. So, if you call something a "USB" you could mean a mouse, a keyboard, a desk light, a battery charger, a joystick, a fan, a massage tool, etc.
In short, calling a flash drive (good name because it describes specifically the purpose of the device, jump drive is a brand assigned title) a "USB" is stupid, lazy, and to me indicates that you are most likely going to need help "Overclocking the cd thingy".
I should also note that without reading the OP I would not have known what you were talking about.