I assume he is referring to a scheme whereby the vendors of this snake oil will register the systems (in aggregate) as a dispatchable energy sink. Then if the grid needs to dump power, then it calls up the vendor who will remotely switch on as many customers systems as are called for, for as long as they are needed - and then divvy up the payments to the customers to offset their lecky bills.When there is a surplus (e.g. from baseload nuclear plants that are hard to 'turn down' at night-time) this is used to charge pumped storage. If there is surplus beyond that, I can imagine companies having arrangements* to increase usage to absorb that. And you refer to companies doing that. I have never heard of electricity companies simply giving power to domestic customers.
But given that we are a very long way off having excess nuclear capacity - even at times of lowest demand and peak wind - I doubt that it's going to happen as often as the marketing types would like you to believe. There may be standing payments for having the capacity to do this - but I doubt that they will be significant by the time they have been divvied up down to individual households.
BTW - there is a company doing to reverse with standby generators. As long as your genny can be paralleled with the grid, they will add controls&comms so that they can remote start the genny to provide STOR (Short Term Operating Reserve) to the grid. You get standing payments for the capacity, plus further payments if it's called on. The company sells it one also allowing you to run your genny on full load periodically, as well as turning over your fuel supply so it doesn't get as stale as it would sat in the tank for years on end.