Comment by philjohn

And domestic providers like Octopus are also incentivising voluntary reduction (e.g. during saving sessions, which were National Grid experiments), or consumption when there is a glut of renewables with free energy, so if people want to save money they CAN load shift.

And with more and more houses installing solar and battery, opting into shoring up the grid for a decent uplift in standard export rates would be of interest to many.