This plant hugs a hillside on Beverly Glen Boulevard in Los Angeles. It self-sows on this nearly vertical terrain.
Reminds me of something in the Boraginaceae family. http://davesgarden.com/guides/pf/b/Boraginaceae/none/none/cultivar/0
Your plant reminds me of something I saw in southern Mexico growing on hillsides but I didn't get a pic.
Growin, you are correct, it is a member of Boraginaceae family. It's called fiberglass plant (Wigandia urens) on account of its prickly trichomes (hairs) that cover the leaves.
It actually looks to be in the Hydrophyllaceae although it seems to be so closely related. I noticed these in the gravel on the side of the road growing at the edge mostly. I thought it was just a big perennial.
Well, in fact, Hydrophyllaceae appears to be a sub-group of Boraginaceae.