What is it for?

Hanging something, so if you had a bag for example rather than roll around the boot...
I think you're right. VW seem to refer to it as "the bag hook".
 
A curry hook (as in take away curry) ;)
 
What a useful idea...I'm off to make one for the Volvo!
 
I have seen these on various cars, when the tailgate is up and parcel shelf raised this is to attach the the boot floor covering to allowing easy access to spare wheel etc, there should be a small toggle on the mat for this purpose.
 
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