The link actually provides some insight into this. It's from TECO, a Florida based electric company. In Florida (and maybe the rest of the US south, idk), a lot

The link actually provides some insight into this. It's from TECO, a Florida based electric company. In Florida (and maybe the rest of the US south, idk), a lot of houses have pools and the pumps for those run for hours every day. Even if you don't want to use the pool, if the house has a pool the pump needs to run regularly with filtration and chlorination or else you end up with an expensive, putrid mess to clean up. And of course in most parts of florida you can't drain the pool long term because of how high the water table is. An empty pool is just a concrete shell so without the weight from the water inside it, the pool essentially becomes boyant and tries to float upwards out of the ground, causing potentially thousands to tens of thousands of dollars of damage. So a lot of people are stuck with pools with the water in them. So they are stuck with the pumps running. And regardless of how recreational those pools are, that means a lot of pumps running across the state and that translates into a lot of power usage during the day. So rebates for upgrading to more efficient pumps is an easy way to reduce power usage, reduce costs for people, reduce environmental costs, and reduce unnecessary overall load on the grid. It's an incentive that just makes sense for everyone involved because it provides benefits across the board.