I didn't think it was as bad as most thought. I think your right. Remember Feb is usually a cold month and folks who enjoyed the warm winter are going to have to restock. Regardless, this should go up to the 20's soon and the div in the meantime is great.
The numbers were horrible. The only reason the stock is up a few cents is because of the strong overall market open. You see what is happening to the stocks gain as the overall market begins to sell off.
Watch this get ugly (again) as the overall market goes negative by 10:30 (EST).