. >> jeffrey kitelinger, the general manager of the metropolitan water district of southern california, created an incentive to cut back on watering lawns, and by doing so, unleashed a flood of new businesses across the state. >> if you can replace that lawn, you can replace a lot of water. and what we're trying to do is get people to think differently about how their outdoors should look. >> his agency offered homeowners a cash rebate to replace their water guzzling lawns with drought-tolerant landscapes. >> and the two sections in the back, the two small sections, we're going to take out the grass and put decomposed granite. >> roy amir recognized that he could capitalize on the money the government was giving away to get customers without charging them a single penny. >> the homeowner doesn't have to pay anything or worry about, you know, handling any kind of money from the rebates. >> he'll dig up your lawn and replace it with a combination of decorative gravel and plants that don't need much water. and he does everything for free. in exchange for the homeowner signing over their r