Thanks guys, I reckon we're all on the same page with this issue. And it's not just in Australia of course. The Yanks really understand the emotive link that fans make between famous drivers and their numbers and there's no better example of that than NASCAR as Shedman mentioned. I remember 'The King' Richard Petty always raced with the number 43 and it was always prominently displayed, not only on his cars but also on the millions of dollars worth of merchandise his fans bought each year. His racing number was as sought after as his autograph!