Not having digested the entirety of the article, I find that quote from the article questionable since the install price requires a very important caveat on when it is installed - from Tesla, if done with solar (which may be the only option direct from Tesla right now,) the price appears to be $8,500 for 2 PWs, dropping to $7,500 for 4+. Of course, third parties have their own pricing. And, the ITC is 26%, not 30%.
In any case, the quote requires the context that this is specific to the Massachusetts SMART program for a 10 kW, 1 PW system. It then goes on to state "Combine [Connected Solutions] with the above SMART incentive cash and the payback period is shortened to 4.7 years. Now we’re cooking with electricity!" So the actual conclusion seems to suggest that, in fact, it can "pencil" for these very people, provided they choose to enroll in both programs.