What about batteries in the cars themselves? And residential batteries such as Tesla powerwall?
But it is easy to imagine something much more advanced. Given some input like how long we've been plugged in, if we use the app to say "charge now", what utility we have (by selection or by GPS possibly), interact with the utility to adjust the charging rate.
At the moment I'm just set to charge starting at midnight. This is for 2 reasons: We recently switched to a 3x higher utility cost from 7pm-10pm, and also the car charging when I plugged it in made it hard to read my bill. We have these bills that say "You use X% more energy than your neighbors, can you think of anything you do from 5pm-7pm that you could cut back on?"