I think this is more due to Penny's business plan (or lack there of).
Ellen DeGeneres may be popular as a talk show host, but the public did not respond well to her being their spokesperson. Also Coupon/ No coupon/ reduced pricing/ back to coupons debacle did not go over well either.
Yeah JCP was on the wrong path but you don’t think the lousy economy helped, do you? Obama must be doing a happy dance.