Aer Lingus "Price Lock" for €10. Is this new?

Think it's been there a while. Think it's a BA thing as I've used it on their site before.
 
I think it's quite common with airlines to offer something similar. With emirates, they hold the fare for 72 hours, although I think it was more like €50.
 
It was there last year when I was booking flights. It is €10 per person on your booking to freeze the price.