BBM has an update and one of the highlighted 'feature' is Custom PIN.
Cool and sense of exclusivity is fine, but it is rather pointless. The PIN isn't something that one would use every now and then (anyone putting up their BB PIN / KIK ID / Twitter Handle on a business card is just being ridiculous and perhaps thinks just way too much of him/herself). It does have a very limited use.
I would STILL be willing to consider it simply for the exclusivity bit IF it was just a one time purchase. A monthly subscription to have a custom PIN just doesn't work for me.