There is a shop downtown nearby the university and the students' book shop.
It is called Plato.
There are also some Italian restaurants around.
I saw the shop's sign several times. A big blue PLATO.
Each time I saw the sign, I was sure it is a restaurant called 'Plate' (Plato in Spanish).
It took me several passes in front of this bookshop to give up on my previous notion and understand it's really Plato, the philosopher.
I try to avoid thinking about the psychological or neurological explanations for this :-)