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Several of the Euro books offer a live betting option that gives you a one click closing the bet option (betting the other side, effectively).
They hammer it in tv ads and regular punters who had never considered hedging before love it.
With the popularity we are seeing books manage the instant bet close/cashout option more closely and people who were relying on hedging mid game getting pissed the option disappears at the best time to use it for them.
In most cases the player can still bet the other side to achieve the same result, or very close to it, but its much easier and quicker with the 1 click button.