One cool thing in california is custom license (sic) plates.
As far as I can tell, you can get whatever you want on license plates, provided it's not already taken. And you pay for it. Isn't that neat?
My favourite is a VW Bug (we would call it a Beetle), with the license plate "FEATURE":
...although I haven't actually seen that.
There are lots of funny ones: "FOR MA STF" is one we noticed recently, on a big 4x4.
Anyway, it looks like specialized plates cost, like, $50-$100 up front, and $40-$80 a year thereafter. (Still seems like a waste to me, but it *is* cool.)
This is, of course, in complete contrast to the UK way of personalizing registration numbers, where you have to squint really hard. In this world, a 5 is an S, 13 is a B ... or maybe an R, 2 is a Z, and so on, I is a one, O is a zero (of course), 7 is a T ... it's just lame.