Commercial users do see this, with higher costs for energy in peak hours as well as "demand charges" based on their highest rate of consumption (typically measured in 15 minute increments). Charging more for those gives an economic incentive to trim down the energy consumption bursts that require peaker plants to run.
Buildings can design load leveling into their systems with things like thermal energy storage that shifts air conditioning consumption off-peak by freezing ice overnight and using it to cool the building during the day.
People have always tried to come up with a reason to connect the refrigerator (and other appliances) to the internet. Finally, we have a reason - to moderate the power consumption of the refrigerator based on the spot price.
Sensible price conscious refrigeration control would just be different temperature targets based on the price, not turning off the system. If l33t d00dz wanna make my milk one degree warmer, it's not a big deal.
Buildings can design load leveling into their systems with things like thermal energy storage that shifts air conditioning consumption off-peak by freezing ice overnight and using it to cool the building during the day.
One example with a Calmac IceBank system: http://www.greenbuildingadvisor.com/blogs/dept/energy-soluti...