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From the study

"The timing of electricity consumption is increasingly important for grid operations. In response, households are being encouraged to alter their daily usage patterns through demand response and time-varying pricing, although it is unknown if they are aware of these patterns. Here we introduce an energy literacy concept, 'load shape awareness', and apply it to a sample of California residents (n = 186) who provided their household’s hourly electricity data and completed an energy use questionnaire. Choosing from four prominent load shape designations, half of respondents (51%) correctly identified their dominant load shape before COVID-19 shelter-in-place (SIP) orders while only one-third (31%) did so during SIP orders. Those aware of their load shape were more likely to have chosen evening peak, the most frequent dominant shape in the electricity data. Our work provides proof of principle for the load shape awareness concept, which could prove useful in designing energy conservation interventions and helping consumers adapt to an evolving energy system."

Or just build more power plants.

Passing along dirt cheap off-peak rates so that people actually have financial incentives to shift usage is the very last thing they'll try. In the meantime, suck some "enegy conservation interventions".

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Given that SDGE recently increased the mid-day rates at ChargePoint Power Your Drive ChargePoint stations 2.5-fold, making them higher than the 6pm rates at home, and SDGE claims to have more power than they can sell during mid-day and a shortage at 6pm, I don’t think it’s the customers who don’t have load shape awareness.