I have been fascinated with the upstream produced water treatment "industry" (or lack thereof) for the past 10 years and I have been surprised how slow the oil and gas industry has been to adopt even the concept of treatment for reuse. Understandably, there are significant cost barriers with upstream treatment compared to the alternatives, but industrial wastewater treatment of toxic and oil and gas related compounds is not novel. Though the industry (or the author of the linked article at least) seems to think it is?