Seriously this has got to be the gravy train stock for shorts. JCP going to zero is such a no brainer. I think what they are learning is that when you hold yourself out to be the GLBT retailer then you better hope to get every single dollar from such a small minority group. Vast amounts of conservative groups have boycotted jcp because of their out and open in your face gay stance. This was a huge mistake and will bankrupt the company. There is way too much competition out their to make such a dumb move. You have Target, Kohls, Sears, Dillards, Macy's, etc. trying to get the consumer during such a bad economic climate as this. JCP alienated a huge segment of America. So if your short JCP just expect to make a ton of cash.