FJ Cruisers of Northern California
I've been pushing people for years to move over, I've been licensed for 20 years now.
The good thing we have going for HAM adoption is that equipment is getting cheaper which for most people in to the 4x4 was the big barrier to entry, why should I have to pay 250+ for a radio and get a license when I can buy a CB for 40 bucks and have money left over for mods. Also HAM had/has a bad rap of being a bunch of old farts talking about their meds. Things are changing and radio prices are coming down where you can get a decent handheld for around 50 bucks.
Make sure you read the band plan post I have up, it is the frequency guide that we use for all NorCal activities.
Oh and what is your callsign?