No financial incentive to recycle

Here in San Diego we have free trash pickup (for single family residences) due to the People's Ordinance of 1919 which I believe came out of the city selling refuse to pig farmers and making money on it (hmmm, it would appear that the city leaders back then had some of the same issues of public trust as the current ones). With free trash pickup, what incentive do we have to recycle? We recycle as much as possible and just started a compost bin last week to reduce the amount we send to the dump. If the city wants to encourage more recycling, they should offer a financial incentive (don't take away the free trash pickup) to say lower property taxes or something like that. The city is already in hot water as state law requires it to recycle more, but it isn't meeting that. While people should just feel good about "going green", let's be realistic. Unless it positively or negatively affects people's wallets, it just isn't going to be adopted by everyone.

(I'm not new to "going green"; back in 1990, I started a paper recycling program for my Eagle Scout project. Times have changed, but I've tried to do my part to help.)