I submitted a complaint to the Office of the Attorney General of California last month about not receiving my prize.
I got a reply from them that basically states that they can't assist me individually in taking any sort of legal action against them, but they're going to be contacting WebRides about my complaint. But I'm thinking maybe if they got more complaints about WebRidesTV, they'd be able to take more action and we'd see our prizes.
The attorney general has helped me before when I won a cash prize a few years back from this one daily trivia site. That company was based in Georgia, so I filed complaints with both the GA and CA attorney generals since I wasn't sure which state to file it with. Not too long after I sent the complaints and got a response from the CA attorney general, the company sent me a hand written check for what I won.
So it does help sometimes to complain to a third party - and with the attorney general, all you have to do is fill out a form so it doesn't take long at all and it doesn't cost any money either.
WebRidesTV is based in CA, so if you're not in CA, you might want to try submitting complaints to both your state attorney general's office and California's.
Here's the complaint form for the CA Attorney General (it's worth filling out even if you live in another state):
http://ag.ca.gov/contact/complaint_form.php?cmplt=CL
I actually didn't fill out that form, I used the PDF form since I had attachments to submit (proof of my order, their schwagmart FAQ that states how long it takes them to ship prizes, copies of my e-mails to WebRidesTV, etc).
Here are two PDF files of a copy of the form I sent in and a copy of the response I got:
http://www.mediafire.com/?sharekey=40973c81bc14527a8066db0503cf4f2cc0fda5b0fb21e9f4
Hopefully more people will send in complaints so that the Attorney General will see that the problem affects more people than just myself and be able to help us all with getting our prizes.
UPDATE: I got my GC, see my post
here.