Correct. As I recall the did a customer survey and customers didn't like (among other things) the number of power outages. The main goal was fixing that, and several side effects of that resulting in less line loss.

Distance is a factor. I do not know what they were measuring (the main power plant was about 1000km away, but I don't know if they counted that or if that was ignored because someone else owned those lines). They were a fairly rural utility with most of the area belonging to farmers (but they do have a couple suburbs and a few small towns).

I don't know the real details, but my educated guess is they raised the voltage, and also they used 3x as many wires (running 3 phase past every house even though almost everybody only used 1 phase). That is I can visually see their insulators on the power posts are larger than neighboring utilities which allows for higher voltage (but may or may not mean higher voltages were used). Likewise I can see the 3 lines on each power pole while neighboring utilities only used one. It is hard to tell from the ground but I suspect they used thicker wires as well.