Plusnet used to have time-of-day restrictions; the actual times depended on which of many legacy packages you were on.
I think the invention is designed to make subscribers consciously timeshift some of their activities away from the ISP's busy-hour, away into the ISP's relatively-idle-hour.
That means the ISP doesn't have to buy quite so much capacity to cover busy-hour, which, in turn, makes it cheaper 24x7x52.