. >> hal mack collects rainwater and saves you shower water for his garden. >> i have a little garden right here. >> while he is big on conservation, he's not big on snitching. still, there's this one neighbor. >> he doesn't really talk very much, but he washes his car almost every other day. >> a little peer pressure goes a long way according to the san francisco public utilities commission. >> everyone has a heightened sense of awareness. so we definitely encourage people if they see something that they feel may be a waste of water, to talk to their neighbors. >> good afternoon, this is lynn. >> they also seen a 300% increase in january. with people calling into their line, either with complaints about water wasters or concerns about conservation. they are not alone. the municipal utility district say they have seen complaint e- mails on the rise. they have gone up from 20 to 71 per month. >> water is running all night long. >> and companies like water smart which work with municipalities to show how their water usage stacks up. >> they are creating a social comparison to each indiv