http://cointelegraph.com/news/113674/coindesk-launches-deal-site-without-bitcoin-support
This is just a referral system, nothing more, nothing less.
This is true. In fact, the company they are using seems to be StackSocial. Thus, CoinDesk isn't actually selling anything. They are simply referring users to buy products from StackSocial and they get a small percentage of the profits of each sale. Technically since StackSocial is a Groupon-esque site, you could say that even they aren't really selling anything directly themselves either.
A lot of people have already suggested using a solution like BitPay to protect against BTC volatility but the reality is that it's a bit more complicated than that. Some sort of agreement will probably need to happen between BitPay or Coinbase and StackSocial.