Why punish it? By this reasoning, all you need to do is to give buyers better information so they can react faster.
The problem with gas prices, I suppose, is that you have to drive around to collect them, and once you come to a station, if you decide its price is unacceptable there's a cost to checking out the next one (the time it takes you to drive there).
Seems like there could be a mobile app that tells drivers the gas prices at stations in their vicinity, which, according to the article, should change the system's behavior mode to push prices down instead of up.