Which is, of course, a problem for families with young children, where the evening meal needs to be cooked and maybe the kids showered and off to bed beofore the cheaper hours start.
Luckily, we are well beyond that stage, but some years ago, it would have been a real problem for us.
I've certainly been impressed by the machine we bought about 18 months ago. It is direct drive and incredibly quiet. We can be taling in the kitchen and we have to look at the display to see if it is still running. Even spin is quiet enough that you don't need to raise your voice at all.
From upstairs we can't tell it is running at all.
One problem is that shifting washing until later means having to tstay up later to transfer it to the dryer, or it'll not be ready for the morning - and most people don't have multiple items of school uniform spare.