People in SoCal simply need to remember that we live in a very arid desert and they need to approach water that way.

Or they could just pay the desal plant about $67/month for their average amount of household water. That is based on the actual cost per acre-foot the Carslbad plant is charging the local water districts for their 50,000,000 gallons per day. And keep in mind that Poseidon Water is planning on making a profit on those sales.