You unconsciously prefer letters that happen to spell your own name
Jozef Nuttin noticed he preferred license plates containing letters from his own name, then tested it systematically. Across dozens of studies in over a dozen countries and four alphabets, people rate the letters in their first and last name more positively than other letters — even though they have no idea they're doing it. The leading explanation is implicit egotism: liking yourself quietly rubs off on anything associated with you, including your own initials.