The situation in the UK is slightly different. I belive that in the USA it is possible to request a number of your own choice providing that it isn't allready being used (correct me if I'm wrong). Here in the uk all registration numbers are issued by the DVLA (government body who controlls driver and vehicle licencing) and stay with that vehicle for life (no annual renewal) it is possible to transfer a number to another vehicle and because we can't stipulate what we'd like if a number should by chance spell something like a name etc it suddenly becomes valuable. This has gotten to the point that even the government has latched on to this idea and hold auctions for unusual registration numbers which have retuned to the system i.e after a vehicle has been written off or scrapped. Some of the ammounts that registrations change hands for is shear lunacy, many many tens of thousands of pounds is not uncommon for the most desirable/unusual numbers is common.