Hedging is usually something done by Wall Street to help protect companies against volatile commodity and currency pricing. This tool might now be finding it's way into marketing thanks to a company called Pricelock, who've just done a gas deal for automaker Hyundai. The possibilities are endless; being able to lock in your cup of coffee at Starbucks or even the price of your steak at a local steakhouse.
It will be interesting to see if this idea spreads, given how price sensitive people are at this moment in time.
