The BBC article says "The £10,000 grant will help parents pay the £100 a week per pupil to educate the children at home" - so they're paying for tutors with the money, at a rate of £100 per child per week.
I do think it sets a very strange precedent - personally, I'd have liked some help with things like exam costs, but as Julie says most HE families will not want the kind of strings that LEAs would attach to the money.
But TBH these don't sound like very typical HE families - they are families who want to send their children to school, will do so as soon as they get places they're prepared to accept, and are paying tutors to cover the gap. Nice for them that they're getting financial help, but what about all the other families who are HEing "temporarily", or wish they could do so?