Different values and different attitudes can result in different conclusions. They want different things. As a utility manager, I cannot ignore that, I must respond to that in some way. Not only on endocrine disruptor issues, but on other issues as well. So put yourself in a utility manager's position.
Consumers make choices in terms of willingness to pay for new technologies through rate increases.
They also make choices to go to alternative water sources. They make most of these choices based on their perceptions. Utility companies need to respond in some way to that, keeping in mind that a non-response is a response. If you do nothing, that is a choice on how to react to customer perceptions. Other forces will fill the void and motivate customers.