Giving electricity consumers the opportunity to set their consumption preferences is actually super logical. It's an obvious way to shave peaks off the total demand for electricity.

Consumers obviously shouldn't have to monitoring this themselves all the time though. Ideally, a device would do that for them. But even without that, quite a few people in Latvia buy their electricity at spot market prices and adjust their behavior to price changes. Working poor trying to penny pinch do so manually. More affluent eco minded people use intelligent devices.