Sweden's King Carl XVI Gustaf should do one of those American Express "do you know me?" commercials.

The king was Christmas shopping recently in Stockholm and wanted to use his American Express card to pay for a computer for his 9-year-old son in a toy store.

The clerk ran the king's card to make sure it wasn't stolen and then demanded that he show another form of identification - even though King Carl's face and name appear on Sweden's one-krona coins and he has ruled since 1973.