It all comes down to what you value. While some prioritize lower cost of living, others prioritize diversity and food scene. Some prioritize lower cost of housing and other prioritize housing price going up. Some prioritize lower gas price, while others prioritize mild climate. Some prioritize lower electricity rate while others prioritize outdoor activities (beach, trails, year-round outdoor activities). I’m not saying San Diego is perfect for everyone, however, it’s what you prioritize in your life. What you can put up with and what you can’t. What you’re willing to pay for and what you won’t. No 2 people are exactly alike. But based on data over the last decades, I think people who are moving here are more affluent than the ones who are leaving. You see it in the household income data, housing price data, and rent data.