You might be able to get savings from heating during off-peak hours, but generally this is already done through some sort of variable tarriff system, common in EU and AUS but not so much in the USA.
EDIT: I re-read it and it looks like this is whats happening, they want to give your water heater on-off signals so it runs when there is excess energy available from solar/wind. I would do it, free money. I would ask if the customer could set a 'preferred hot' period for when you usually take showers, so its not cold.
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