What are you thinking makes them hypocrites? Doesn’t seem like doing something bad for the planet, then improving things is hypocritcal unless they start claiming they’ve always been perfect. At any rate, veats doubling down on petroleum like the US are currently doing.
Water reuse is a great idea. Although it’s worth pointing out that the UK looses 20% of it’s water to leakage before it reaches anyone[0]. Private water companies taking a basic amount of responsibility for maintaining their assets would do a lot before even talking about water reuse, rain harvesting etc.
[0] https://www.ofwat.gov.uk/leakage-in-the-water-industry/