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I've always thought it a bit sad! Trying to boost a person's image? Gain attention? I have no interest in number plates.
And before anyone who knows me points out I have a personal number plate - yes, but it isn't mine. I acquired the car for a person living abroad and part of the deal for a good price was that the former owner can have the number back as and when she returns to the UK. Of course, that might now be sooner than we think!!