here's my guess. The potash with electricity an in a catlyst bed goes into solution and enrgy is released causing the water to get warmer than without the potash. As the hot water cools, the potash reverses and comes out of solution and the heat of solution energy is taken from the water. If they measured the water return temperature, it will look as if the house needed more enrgy to keep it warm.
Need a Chemist who does heats of solution to get the exact details.