I thought inverted cost structures only existed in California!
No, it is a fairly popular concept. Besides the point that it is often government-imposed, it actually makes some sense. For example, energy companies are infamous for "externalizing" some costs; so, the less energy they use, the better (fewer external costs). There are other justifications for inverted rate structures that I have long ago forgotten...
The point of companies is to make money, by the way, not sell the most product. It's not all that weird that utilities want you to use less electricity. In most cases, energy consumption ramps up slowly over time, while to bring resources online is one huge expense (e.g. a new power plant that won't need to run at max output for many years). The best case for energy companies is for them to get a lot of money for supplying a little electricity - if they can get away with it.
This picture is also complicated in that utilities are usually far from free market entities.
One other thing. Large energy consumers pay both a per-kwh charge like the rest of us do, and a peak demand charge. For Bill Cody Ranch, if all the electric water heaters come on at once, even for just 5 minutes, our demand charge for the whole month is based on that 5 minutes. It is a significant portion of our bill; about half IIRC.
Don't get me wrong. I don't like the current structure of utilities. I wish the whole area was free market, not quasi-fascist as it is now.