Costs of the Waters of Transformation?

It has been suggested that it might cost up to £30bn to put into place and operate activated charcoal filters at the 1,400 sewage treatment plants in England and Wales to remove Ethinyl oestradiol (a synthetic oestrogen contained in most contraceptive pills) to acceptable levels of 0.035 parts per trillion (http://www.guardian.co.uk/environment/2012/jun/02/water-system-toxic-contraceptive-pill). It has been repeatedly shown in studies that very low concentrations of 'environmental oestrogens' disrupt reproduction in many freshwater fishes in rivers and lakes. The hormones dramatically reduce sperm production in males and may even produce sex change. Unremarkably, the Pharmaceutical Industries are not keen to share the costs. It is, of course, not impossible that ingestion of these chemicals could also have effects on human health and it could be argued that the costs of doing nothing might, in the long term, be much greater.