If you see a car with those plates in 'the south' (ie where 90+% of the country's population lives), you can presume that a car has physically travelled thousands of kilometres across a vast, nearly unpopulated wilderness to get to where you are. People who live in remote areas seem like hardy people; seeing that someone drove that far proves that they're a hardy person.*

*Of course, the effect is greatly reduced if you see a tourist sample plate that someone bought, with all zeros. That just means the person's been there. Far more impressive if the car's been there.

Second place seems to be missing from the site: https://duischoolnv.com/wp-content/uploads/2017/04/Nevada-Au...

> Awarded inaugural "Plate of the Year" for best new licence plate of 1970 by the Automobile License Plate Collectors Association.