> Large industrial machinery. Data centers. Manufacturing

The good thing is these loads are relatively constant and predictable. One reasons electricity is expensive is the peak loads are much higher than a regular day - you need a power station (or storage) on standby for that hot day when everyone suddenly runs their AC continuously all afternoon.

>Electrified transportation

This is different and a good opportunity that the article talks about. Esp a plugin hybrid could charge on windy sunny days and not charge in the peak times as above.

Huge loads like Aluminium smelters are already "smart" and cooperate with the electricity providers, so there is not as much left to gain there.

Yes and no; you can't just switch off an aluminium smelter with destroying it; it takes quite a bit of time to ramp it down. I think that for forecast high demand they shut down production in a planned way.

In the United States, more electricity is used residentially than commercially or industrially (4.8, 4.6, and 3.2 quads respectively in 2016):

https://flowcharts.llnl.gov/content/assets/images/energy/us/...

This is not nearly upvoted enough.

The mentality is the same as the California water crisis: ignore the big industrial uses like agriculture, instead pester people to run taps for a few seconds less.