I suspect the trick is to get people to think about it as "recycled water" (or whatever name gets them to accept it) while also intellectually realizing that it

I suspect the trick is to get people to think about it as "recycled water" (or whatever name gets them to accept it) while also intellectually realizing that it's treated wastewater, so when someone blogs about it, people just shrug and say "Oh, yeah, doesn't everybody know that?" I'm not sure if that's possible, but that's probably the only way it would work. For example, the idea of passing it through an underground aquifer lets people think "yeah, I know it came from a sewer treatment plant, but now it's different". You're not trying to hide anything, you're just trying to get them to view it differently.