Is this an elaborate scam? Anyone can pay to publish a press release, and it's not clear to me how much due diligence the companies that publish them do. The site is not on the regular TP Link site, and their news section[1] has no mention about it despite covering similar launches.
Well in sunny New Hampshire, USA, I think I'm paying about 22 cents per kilowatt hour, delivered, so that would be quite a foolish endeavor for me to understake. And I'm fairly sure for most people in other states.
[1] https://www.tp-link.com/us/press/news/