To each his own, but I won't put a truck or van in service without good, professional lettering. It does serve as advertising, but also just name recognition, contractors and commercial customers see your trucks also. We get calls every week from somebody who saw our truck at a neighbor's, or in the same office complex, etc. Make sure the number is large enough to read from a distance. The biggest drawback(or maybe not) is the drivers have to be more courteous and safe or I get a call about their bad driving.