Another Obnoxious Personlized License Plate

I was in the OC this weekend having lunch with my girlfriend- At South Coast Plaza to be exact. South Coast is known to draw snobby shoppers and apparently obnoxious vehicles with inappropriate license plates. We were turning into the mall and I look up to see an man in his 50's not attractive driving a nice new black BMW 6 series convertible. As my eyes moved down to the license plate it said OC CEO! Who in their right mind thinks this is okay. I wanted to ask him if this was a gift and he felt bad not using it...or was it something he purchased for himself and what company he CEO of because I will never buy an of their products or services.