I think it falls outside what the average viewer understands well, so it's hard to get that visceral emotional response. We're talking chemicals outside the average lexicon, which are then burned and turned into other weird chemicals, which may or may not affect the water table (and the water table itself is not commonly understood or referenced).

I just don't think there's a good hook here. The topic is complicated, the people impacted aren't a minority, so there just isn't a good single-sentence headline to drive outrage.