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Sprung up. >> jeffrey kitelinger created an incentive to cut back on watering lawns and by doing so unleash add flood of new businesses across the state. >> if you can replace that lawn you can replace a lot of water. 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 lawns with drought tolerant landscape. roy amir the owner of green pros recognized he could capitalize on the money the government was giving away to get customers without charging them a single penny. >> the homeowner do...

In fact, in an interview that's air thing morning and i'm going to read this quote from her, it is like someone that's, you know, in the sandbox that like lost the game and they are just going to kick sand in someone's face and say you liar. i mean, it is like they lost and so now they are -- just going to saw okay, the game, between like the game. to me, it is poor sportsmanship. is there a risk kind of in this new strategy like -- who is the real mitt romney? >> absolutely. he's tried to do this personal touch before. back during the primaries when he was down in the polls. and he did it for...