Options Away?

I was just playing around with hipmunk, picked a flight on UA, and it gave me the option to hold my flight using "Options Away".

Options away
Reserve the price of this flight with no obligation to buy.
From $4.00

There are 24 hours ($4), 3 day ($12), 7 day ($24), and 14 day ($41) options.

I have never seen this before, anybody with any experience with it?

Sorry this is kind of OT, but likely not worthy of it's own thread.