The reason JCP fell is because it went fruity. I know lots of people who no longer shop at JCP and almost every one of them avoids it because it is a fag store. JCP turned it's back on Christian families and we found better places to shop.
The damage was not from the political ellen decision but from plain old bad business.
And the worst of those decisions (I'll admit there were many bad decisions made) was spitting on 97% of the population just to lust after the remaining 3%
JCP went gay and Americans want nothing to do with that.
The circle of which you know is not broad enough to understand the problem