They are selling you an option for a few bucks to lock in pricing for seven days. Since airline prices change several times a day, if you're paying attention to

They are selling you an option for a few bucks to lock in pricing for seven days. Since airline prices change several times a day, if you're paying attention to prices and notice them drop, but can't book for some reason (maybe you're booking for others and need their approval first), it's not a terrible deal. But the option is only for buying a ticket from Continental within seven days. It's not like if prices go up, you can sell your option to someone else and pocket the difference like you can with traditional options. Since the tickets are most likely tied to non-transferable fares, their function is pretty limited.