As I said before, each State issues plates and you can apply for any combination as long as it is not already issued or is in some way deemed obscene. The other big difference to the UK is that the plate is owned by the person and not the car so the fee is a nominal standard one. Therefore I can transfer my personal plate to each different "New" car I buy. Incidentally there is also a scheme here where organizations can have their own plate. For example the old Triumph Car club I am in. Delaware Valley Triumphs, has it's own plates with the club logo and sequential numbers starting at 0000 for $25.
They do lots of things in america-all you can eat for 10 dollars and country music-like geordieland but with more class!