Water restrictions, drought, and changing norms about lawns mean it is easier to paint a lawn green:

Painted lawns are becoming more popular as inflation-strained households try to save money,  drought complicates water usage and severe storms have brought ice and freezing rain to swaths of the South, turning lawns a blah brown. This niche business sector has grown, well, like weeds, with lots of landscapers, professional training and an array of shades to choose from…

While Mr. Gavelek’s lawn-care company, Fertizona, has been selling green lawn paint for a decade, he said he is getting far more calls this year from landscaping companies, homeowner associations and residents curious about painting, in an effort to cut down on expenses and save water…

Brian Howland, 53, who paints yards in the Phoenix area part-time with his son, said you can get a dormant lawn to look realistic with paint, for an average cost of $250 to $350. The only problem is, it doesn’t feel as good as it looks…

Geoponics Corp. makes popular pigments including “Fairway,” a dark green which it says has a “see it from the moon” effect and “Perennial Rye,” inspired by golf courses of Augusta, Ga. Brad Driggers, a sales manager, travels the country helping paint users understand the correct mixing ratios. He said landscaping companies or golf course turf managers may use tractors with long attachments to spray big areas, while a person at home could use a gallon jug with a small attachment.

The article is frustratingly short on numbers. How many lawns are being painted? How big is this industry?

Without these numbers, it is hard to know whether this is a serious threat to the green, well-watered American lawn or not. Or, is this primarily a regional variation on the lawn with significant numbers in the Southwest but nowhere else?

At this point, it is hard to imagine this spreading widely beyond a region or particular uses (sports fields are cited in the article). Even in the Southwest, is this the preferred option compared to removing the grass all together and going with other plantings or rocks? Painting seems like a temporary step where property owners hope the lawn comes back eventually.

Another approach to all of this: perhaps people will stop caring if their lawn is green or not. Why pay for painting if lots of people have brown lawns?