I think you'll find they've been around for 15 or so years now. Our DVLA has the quaintest of double standards in auctioning off the most attractive new registrations each year, charging a premium price for other "desirable" registrations, but instigating fines if the numbers and letters are mis-spaced or stylised, which most people who buy registrations want to do to make them look like the name they are supposed to represent.
Either way the DVLA is making a packet from it.