Using myself as an example:
I adjust my A/C to run outside of 5pm-9pm (peak) if at all possible, we try to avoid pointless high-draw usage during that same window, and both of our EVs hold off charging until after 9pm.
My rate from 5pm-9pm is 0.43/kWh. My rate after 9pm is 0.09/kWh. The flat rate alternative, if I did not want to worry about time of day, would be 0.21/kWh. These prices are all-in, including transmission and distribution/whatever.
It would be dishonest to say that my EVs only cost me 0.09/kWh to operate, which on it's face is a claim to paying over 50% less. In reality, time of day pricing typically saves me somewhere between 10% and 15% in an average month compared with flat rate.
You can do the same thought experiment with say a dehumidifier in your basement. It can easily be off during peak usage and still accomplish its job, so its cost of electricity is also the marginal off-peak rate.
It would cost me more (modestly so, less than 10%) to be on TOD without the EVs. This will vary by customer, of course, and I expect that the power company designs TOD to be a wash for the average customer. They even guarantee it won't be more than 10% more expensive over the first year or they will refund the difference.
I guess it depends on if you would be using ToU otherwise.
It looks like about 50% of Californians use ToU plans, but the number is only 10% nation-wide.