I see what you're saying, but I just don't think the downfall of JC Penney has much, if anything, to do with evil, or with the company's "heart." It's just simple business. It was never going to be easy - like many mid-range department stores, they've been squeezed by high-end and more affordable competitors (both brick-and-mortar and internet). The problem is, JCP seemingly responded by slashing the quality of their merchandise.
All the stunts they've pulled over the past few years (the "gay" stuff, but also their "no sales" thing, and their recent attempts to sell "flashier"--but still terrible quality--merchandisa) was a last-gasp effort to find some market, some niche, someone to buy their merchandise. The efforts obviously failed, and may have helped speed the collapse along (by alienating what was left of their customer base), but the writing was on the wall well before JCP started the nonsense.
I, on the other hand, am quite amazed how standing up and fighting works.
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