Just for shits and giggles I looked up La Jolla rentals on craigslist. All of the apartments that were within my price range weren't even in La Jolla, they were in UTC. The landlords just put La Jolla in their ads for the La Jolla wannabes out there I guess. They do the same thing with the Hillcrest area, you see a cheap rent under the keyworkd Hillcrest, but it's actually in North Park.