Guess I'm never going to give an example again!!!Much like Steve writes above with the decision of Maelir, he went out of his way to reward Valefort and though that is completely justified and I am not disputing the contribution of X player or character, it is the core of the issue for me. There are DMs who are focussed heavily on a selective group of players and drawn towards them
But let me be clear: as a DM, I submitted a request for an official Name Tag title for Mealir Ostirel, and the entire DM Team approved it. During my tenure, there were other Titles requested that were NOT approved. Go ask Valefort himself if you will, but it wasn't as if he and I were friends, best buddies, colluding agents! By far! I spent most of my DM relationship with Valefort by torturing him!
Does this past/present reek of favoritism? Well, one should realize in most cases of Titles being granted, those Characters had many OTHER characters referring to them by title for a looooooooong time, in-character, and THAT equals merit, in my book. So, in short: a title may be a reward to certain Players, but it was based on IC and IG investment, and often for years of RP.
I can't help you if you find that unfair. Because as kleomenes rightly points out, there are many ways ANY player can document their in-character Role, and the title they RP, and THAT can greatly work toward gaining a title.