Yeah I call it funneling, and I call the rig a funnel. Where the heck does "bong" enter the equation? The link from bong at wikipedia links to a normal marijuana bong.
In Canada a beer bong is well known to totally fuck up your glassware and render all beer used that way impotable. There is much confusion and scorn in Canada about the traditions of the idiot American fraternities. Sometimes on American Thanksgiving the Canadians will roast a full turkey and then try to do things the pseudo-American way by using vodka instead of water for the bong. Gets you pretty fucking drunk and high, but it's pretty damned expensive too.