… A recent survey showed those living in small communities would be willing to pay higher utility bills for a wastewater recycling program if it meant avoiding limits on their water use. … Public opposition has at times kept wastewater reuse programs from taking off. In the 1990s, San Diego attempted to institute a reuse program, but the city had to scuttle it due to fierce political opposition. Residents recoiled at the thought of water that went from “toilet-to-tap,” as it was described in newspapers at the time. But attitudes have changed, as water scarcity issues have become more acute. Today, the city is building a new water reuse facility to provide 30 million gallons a day, or one-third of its water supply, by 2035. Similar programs have emerged across drought-stricken states.