It's something people use every day, but organisers of the World Toilet Summit in Singapore hope to bring the taboo topic out of the water closet.
Some 200 delegates from Asia, Europe and North America are swapping ideas on design, public education and sanitation under the theme "Our toilets: the past, the present and the future".
The new World Toilet Association wants to spread the word with its websiteas a centre for researchers, designers, makers and vendors of a device that is mundane to many but an unknown luxury in much of the world.
"The proliferation of this movement worldwide will inevitably lead to improvements in toilet environment everywhere," Mr Jack Sim, president of the Restroom Association of Singapore and organiser of the two-day summit, said in his opening address today.
"They are heroes because of their passion".
Delegates, including Chinese officials preparing for the Olympic onslaught in 2008, will also be treated to a tour of some of Singapore's most technically advanced commodes.
The latest and greatest loos will be on show at the four-day Restroom Asia trade fair at Singapore Expo starting tomorrow.