Ime people haven't changed because a) it means inconvenience, giving up their luxuries and b) because they've been waiting for everyone else to do so first. Ignoring those of us who did, because we were weird hippies and not really the ones to match themselves against.
It's an important point because it shows how the excessive individualism in our society contributes to the problem as much as sheer greed. In the past when we had communally owned resources (energy, water, etc), people communally looked after them. As soon as they were privatised and commodified, suddenly they were open to exploitation from all because they were paying for it so were damned well going to make use of it. There's evidence in that people used to respond positively to requests to use less water in times of drought: after privatisation, use went up with such requests.