As an example, airlines are well known to protect themselves against significant rises in crude oil prices, by buying a futures contract today with a specified price and delivery date in the future, on the assumption that oil prices will be on
the rise over the period in question.
And by the way, from Q3 - 2003 to Q3 - 2014 GG's share count
rose from 183M to 814M, so although its share price is up by «only» about 50 %, its market cap is up by about 580 %
over the
period in question.