Actually, the behaviour of wind and load that you describe makes me believe that you don't know the climate of The Netherlands. Air conditioning is seldomly used there, as temperatures rarely rise over 30 degC, so the peak consumption is in winter mornings and afternoons/evenings. Which coincides (on a monthly scale) nicely with the wind production, which is driven by the North Atlantic lows and not by some thermal coastal effect as in more southerly (subtropical) climate zones.
Actually, what I describe here is valid for most of Europe, including northern Spain (except that they use air conditioning there).

While the whole idea is just peak shifting, for all practical purposes it's a large battery for electricity implemented in a few lines of software. That's what's making the project so interesting - and the sheer amount of refrigerated warehouses in Europe.