Issues concerning time-of-use (TOU) pricing with continuous and interdependent demand are examined in a context where increasing marginal costs of production, as opposed to capacity constraints, provide the major incentive for flattening the load curve. The analysis develops the underlying consumer preferences sufficient to insure a continuously varying load curve and generalizes previous considerations of the peak load pricing problem by simultaneously considering continuous and interdependent demand in determining optimal prices and pridng period lengths. A profit incentive for TOU pricing as a form of price discrimination is revealed, which is tempered as substitution across pricing periods allows limited intertemporal arbitrage. The profit incentive leads a price-regulated firm, ceteris paribus, to choose a peak pricing period longer than the social optimum.The theory of peak-load pricing, as developed by Marcel Boiteux (1949;), Peter Steiner (1957), Oliver WiUiamson (1966, and others, has focused on normative rules for pricing a public utility's nonstorable service subject to periodic demand. The pricing decision is relatively straightforward in these models as a result of the following assumptions: (a) demand is constant within pricing periods; (b) demand in one period is independent of demand in another; (c) production takes place under constant marginal costs; 1 and (d) the length and number of pricing periods are exogenously given.Collectively these assumptions imply that "optimal" peak price is set equal to the sum of marginal operating and capacity costs, and off-peak price is set equal to marginal operating cost. While the contributions to the peak-load pricing literature have been significant, questions arise concerning the manner in which extant pricing rules might be altered when one allows for (a') continuously varying demand (load) over time;Co') the possibility of interdel~endeneies between demand at different times; 2 (c') increasing marginal operating costs; and (d') the length and number of pricing periods to be determined