Because it hasn't hit individual people hard enough to begin fighting against the agribusinesses.

The agribusinesses (let's not call them farmers please) know that the moment there is real water rationing or consumer price of water goes up, all holy hell will break loose and people will demand that the use of water for crops simply stop.

So, they are making sure that the end consumer view of water stays static while vacuuming up as much profit as they can before it all collapses.