Here in Massachusetts, they aren't really
public service providers , they are more like money making businesses.
Perhaps it's the state & Federal government that's ordering them to spend a certain amount $$ on getting the bill-payers to conserve.?.
I agree that it makes perfect sense to cut usage during peak hours.
Unless, if you live in a low demand area, where there is no danger of a brown-out..
Like an area where the power company is crying poor mouth, because
people aren't using enough power.