People are vain. Some have higher tendencies towards vanity than others. This fits nicely into the scheme that the road traffic office of the canton of Zürich has been doing for years.

You can bid on vanity plates for your car. These often go into the high five-figures. The auction winners and new license plate owners are not allowed to sell them freely, you may only pass them down to your children.

This is effectively a self-imposed tax for well-imbued individuals.