Rolling Lucky No. 7

Squeeze an extra character onto personalized plates

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    NEWSLETTERS

    TK

    Commentary
    by Bruce Felps

    Personalized, specialty, vanity, whatever you want to call them, license plates typically allow for six characters into which buyers can spell out their clever messages.

    [assuming a huckster’s voice] But for one week, and one week only, Texas drivers have the chance to personalize their license plates with seven, count them, seven characters.

    [clearing throat] That week starts at 7 a.m., Nov. 7 — get it? — and concludes seven days later, at 7 a.m., Nov. 14 when MyPlates.com offers seven-character options for vanity plates. Hmm, why not run the promotion during last month?

    According to the company’s official propagan… press release, about 12,000 people “registered to find out when they get the chance to buy” seven character plates.

    In a previous round, someone with far more money than functioning brain cells shelled out $15,000 for the seven-letter word “FERRARI,” presumably to affix said license plates to a Ferrari, which anyone who saw the car would know it’s a Ferrari without having to read it on the license plates.

    So there’s your bidding competition.

    Oh, prices on these seven-character plates start at $395. Hey, that’s not a multiple of 7.


    Bruce Felps owns and operates East Dallas Times, an online community news outlet serving the White Rock Lake area. He is so bloody happy to have the week kick off with a piece on freakin’ MyPlates.com. Yes, it’s an irrational dislike.