Customer end-use load flexibility enhances grid reliability and infrastructure affordability, yet quantifying the value proposition for continuously price-responsive technologies remains challenging given uncertainties in rates, device costs, and performance capabilities. We analyzed customer economics for five residential and one commercial loadflexible technology—ranging from mature to developmental—addressing space/water heating, space cooling, pool circulation, and EV charging. Cost-effectiveness hinges on two drivers: initial investment and operating savings. We compiled comprehensive purchase and installation costs for each technology and determined annual electricity bill savings using a robust analysis framework. This framework considers hourly price design scenarios and resulting demand shifts away from high-priced hours, informed by technology field performance testing. Using Monte Carlo simulation, we allocated technologies to all eligible California customers in 2030....