Over the years I've installed quite a few timers on electric water heaters. The idea being that normally, mostly when you take your showers, morning or evening, it would be on. They had multiple settings so you could "tune" it to your needs. It had it's followers, as such, and wasn't hurting anybody, so why not. It kept the heater from running all day long to keep the tank at 120 degrees. It would turn on about an hour before you needed the hot shower and off later. The tank would hold enough hot water for small tasks like kitchen/hand washing.
This might be a more modern version of that idea.