The market is a little more dynamic than that, wholesale bidding into the ISOs is still the biggest option but many utilities run load shifting programs of various sizes as well.
Still, the conclusion is like you said. There's basically no real-world scenario where it makes sense for a residential customer to go it alone, because they can make at most a couple hundred bucks a year. So makes sense for their device companies or someone else to figure it out with utility and pay thousands of homeowners to agree to participate. Ohmconnect has a cool service in California.
