Point of order: your meter doesn't technically "run backwards" - it records two values, that which you've used from the grid, and that which you have supplied the grid.
I'd have to look at the bill, but I'm pretty sure that I just pay for the differential. I don't think at this point that they are actually breaking out the buy-back amount on the bill. Furthermore, with Entergy's archaic billing system, the per kilowatt cost isn't the true cost of the energy (there are a bunch of other charges on there).
Selfishly, the more that I can get for the power that I feed the grid, the better. But ultimately, it's in everyone's best interest to go green - utilities, too. If their mode of delivering power is becoming out of date, then they need to change to keep up with the times.