This would appear to be the blip that they are targeting.
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Its a social experiment, with a bit of a carrot for those that participate.
The long term aim of smart meters has always been demand side response (DSR), its something that has been coming since the introduction of smart meters. Try and influence electricity usage at the extremes of the grids capacity.
At the moment, I guess Octopus are trying to see if people will take the carrot (obviously not a big enough one for some) instead of having to hit with the stick.