So that's a great example about what can be scheduled in a flexible way.
If something is not standard practice doesn't mean it can't be done, or even that it's hard to do. There was no motivation to use any smarts for water heaters because the electricity price was flat, or the price was on a fixed schedule (timers and night heating of water, was done in the eighties here already).
I am in an apartment: I have a small water heater - I easily run out of water taking a shower if I stick around too long. There are two people in the house, and if we both want to shower in one day, the hot water . That way, I have hot water to do dishes and someone can take a shower in evening. I'm happy the water heater for the washer is separate, but again, it heats when the temperature dips and doesn't keep the water cold until electricity is cheap.
Even if the hot water heater waited to heat until prices were low, you are going to have water that is not-as-hot if you are the second person taking a shower. This is simply because as the tank empties, cold water is added to the tank. All subsequent hot water will be cooler.
I'll add that some folks sweat at night and must take a shower in the morning (I do when hormones act up. Night sweats are no joke).
I'm in an apartment: I cannot update the hot water heater. It literally cannot be done for me and millions of others because we cannot replace such things. You'd have to mandate landlords do improvements, and even then, it'll be years before it is all upgraded.
I'd argue that the real answer is to go with tankless heaters in this case: It isn't that you'll be spending money when the electricity is cheap, but you'd use less overall for the actual heating of water.
Where has is available most people have Combi boilers in the UK, very little or no storage, instant hot water in demand.
The idea would be that you notice the electric price is negative (or a control system 'notices' for you) and turn your immersion heater on. The water retains enough heat you have plenty of time to use that water.
If we have excess solar this is an inefficient but easy way to slurp it up. Hydroelectric pumped storage would probably be better but grid capacity for that seems low.
The whole thread was started on the premise that "hot water is an especially hard problem for load shifting, because people have to get hot water immediately" - while the case is the opposite - because hot water is very easy to store.