Cash for Grass: How come lawn replacement programs aren't working?

Southern California Public Radio station KPCC 89.3 did a short piece on 'cash for grass' programs—paying Southern Californians to rip out their water-thirsty lawns. Only 1/10th of 1 percent of eligible residents have taken advantage of existing programs.  What's behind the reluctance to give up the green lawn? Read more about Larry Mantle's Air Talk segment and listen to a short interview with ALI here.