But several months passed and he managed to attract only 300 buyers, nearly all of whom selected the lowest-priced option.

WSJ: When Freemium Fails

Obviously, the stocks on this list have been much more volatile this year than what option players have priced in.

FORBES: Best Straddle Plays Of 2011

Fulop says he wants more artist types who are priced out of Brooklyn and Queens to consider Jersey City as an option.

WSJ: Old guard sees threat in youthful NJ urban influx

In the case of the high-definition video disc war, Toshiba has been selling the less-expensive option and it can call upon a group of even lower-priced lesser-known brands that drove great volumes in the DVD market.

ENGADGET: Switched On: Seeking neutrality in the hi-def format war