The PCs come across a town with a strange curse: Every morning, those who have grown up here wake up with the memories of someone else. They do not find this strange and have no idea it is happening. They calmly wake up and start these new lives as though they have always been that way.
The cause: A wizard who lived there was spurned by a maiden he was infatuated with. His attempt to manipulate her memories into believing they were already together and that she loved him went horribly awry.
Weapons or equipment that is heavily relied on can be "named". Then the equipment begins to gain abilities beyond those of normal equipment. They might siphon off some of the experiances of their owners (1 to 5%) and level up on thier own. Could be an unintenitional way of creating artifacts. Ships could become sturdier or seem to just barely outrun the worse of a storm that would have surely sunk another vessle, swords could fumble less or resist dulling more, a farmers plow could turn stones aside easier. Anything that is depended on as much as an inividual can depend on as much as another individual could be "named".