The easy group is now taking on pizza according to this post on TJ's Weblog. Like many of their other products, pricing will be based on how long before the actual date of product or service delivery an order is placed. From the post:
Working on the same "demand-based pricing" that has applied to his low-cost airline, it will offer a pizza for a pound [sterling] for those who order early enough, impressing some business analysts and appalling anti-obesity campaigners in equal measure.
The decision to order pizza is usually a last minute decision for me, but I guess that's the whole point.