Yea it's pretty obnoxious to be told "try not to use so much power during these hours: [when you get home from work - when you go to bed]. This is when we need electricity.
There's plenty of use you can move to other times, just ask anyone who has different peak/off-peak rates. A house with good insulation can be pre-heated/cooled in the afternoon. Washing machines can be programmed to run during the day. Even some cooking can be done that way, if you prepare in advance. Those alone cover quite a large chunk of home energy use.