Well it wouldn't save $100-150 / month, that would be my entire water and gas bill outside of winter. Digging a little deeper, according to the EPA a standard

Well it wouldn't save $100-150 / month, that would be my entire water and gas bill outside of winter. Digging a little deeper, according to the EPA a standard shower head delivers 2.5 gallons/minute (https://www.epa.gov/watersense/showerheads https://www.epa.gov/watersense/showerheads). So over the course of a 10 minute shower that's 25 gallons, * 0.0065/gallon = ~0.16/shower. Sometimes if I'm working from home and not exerting myself physically I won't shower (dry skin so I don't stink after just one day), so say an average 6 showers a week = ~24 showers a month = 3.84, and times 1.5 for the sewer cost (roughly) = $5.76 total / month from the water/sewer usage. Harder to calculate how much water heating costs since the same hot water source goes to all the fixtures/dishwasher/washing machine, and it needs to maintain temperature. But let's be generous and say 20% of the non-winter gas bill is strictly due to heating water for showers. So roughly $14. That's a total of $19.76. Let's say by doing, call them maximum-efficiency showers that take only 1.5 minutes of running water instead of 10. So an 85% reduction in costs would be $16.796 / month in savings. Again not nothing, but I'm not sure it's worth the discomfort either. Plus the steam helps with my shave a couple of days a week. I could also get most of the way there just by taking quicker showers, and honestly I'd rather do that. If I'm going to be uncomfortable, I'd rather have time discomfort than temperature discomfort :) But yeah I guess it's also a cultural thing. And I'm sure there are some families over here that shower that way, I've just never encountered one in conversation/life. You certainly don't see it in gym/school locker room/dorm/pool showers, and in media, as you pointed out, people have the water running constantly.