Sport gadgets like fitness watch and cycling computer can be a personal toy just like mobile phone. It has all your fitness particulars, it tracks your exercises and health improvement over time. Getting it personalized to your liking maybe will motivate to exercise. To the very least, it helps identifying the owner when everyone uses the same device in a group, for instance, a group of riders using the Garmin Edge 810.
I found a "hidden feature" while helping friends to load custom maps and clicking through each file and folder in the device. This hidden feature enables the 810 users to add a personal startup message during boot up like shown below...