Secondly, time-shifting demand which the article discusses actually increases usage slightly, it just shifts it from peak congestion times to when it's cheaper. A tank of water heated at noon will have lost a small amount of energy by 6pm compared with one heated on demand. Slightly lower efficiency compensated by much lower cost.
As it's part of a general push for electrification again they're wanting people to use more electricity generally (though probably less energy due to the tragic inefficiency of non-electric options).