Nest's demand response program is called Rush Hour Rewards. They have a good explanation of it on their website [1], but they claim that customers can opt out a

Nest's demand response program is called Rush Hour Rewards. They have a good explanation of it on their website [1], but they claim that customers can opt out at any time, customers receive rewards through their electricity supplier. From what I can gather from tweets by participating customers, they do it because it's cool and exciting not because of the financial rewards. [1] http://support.nest.com/article/What-is-Rush-Hour-Rewards http://support.nest.com/article/What-is-Rush-Hour-Rewards