Dive summary: 

• Oil and gas companies, especially in water heavy productions such as fracking are increasingly working to recycle water used in drilling operations.
• Right now recycling water is extremely difficult and costly, it is cheaper just to buy fresh water for drilling but with a recent drought spreading across the U.S. and a world wide predicted water shortage, it is becoming more important to invest in water recycling technology now.
• The average fracking horizontal well uses 2.8 million gallons of water to open hard shale rock, many companies are cautious about using anything other than fresh water in fear that the well may be destroyed by the compounds in recycled water. 

From the article: 

The term "environmentally friendly" has long been the buzzword in business.
But it's working its way into the oil and gas field of Weld County in a very important way -- recycling water.
Oil and gas companies are increasingly working with third parties to recycle water used in drilling operations. High Sierra Water Services , showed off its Platteville recycling plant in recent weeks to politicians and area dignitaries; its working with some of the larger players in the region to perfect the science to get recycled water to the perfect balance for re-use in drilling -- a tall and expensive prospect that so far has muted demand. ...