Why? There's no need for it. I'm intelligent enough not to watch ecchi in front of everyone, and besides, with my very anal anime choices nowadays, there's no problem of that currently. I'm also hating on the too diabetic direction anime seems to be taking right now, the over-glazed, over-sweetened feel-good-time-for-lonely-otaku anime(**), so there's no way of me being accused of being some sort of pedophile, so there's nothing 'wrong' to hide from the fams. I'm all clean for all intents and purposes, until midnight descends.
Well in my case, I already have friends that watch anime pretty avidly like me, and some of my siblings already watch it too, so there's not much weirdness anymore. IMO you guys are the ones that needs to stop treating it like some taboo and just show it openly, where appropriate. Of course being candyfloss panda, that's impossible since he watch a lot of (**).