I have a ~10kW system now in NorCal and had about the same at my last home in Texas. In Texas, with a utility rebate and federal, I was still looking at a 14 year ROI. In PG&E territory, it's 6 years without the utility rebate. That's how different the energy prices are. I should also mention that panel prices dropped between the installs, but the point is that in coastal California, it's a pretty solid proposition financially.
That said, I installed in Texas and will install in any house I ever own again. There is something about not capturing the constant energy delivered on your roof, your yard, or wherever. Once you get used to collecting that energy, the idea of just letting it heat up a surface and dissipate back into space seems ridiculously wasteful.
On top of that, one of the reasons I buy PV is the same I bought my MS - my small investment aids in furthering an industry in which I believe.