Same thinking here. Good overall article, but instead of losing all "price discriminators", and nothing in return, Ron is hoping to transform JCP into a retailer that caters to a different class of consumers I believe.

I for one was really impressed by JCPenney's sales, but I haven't had the need to by clothes since then (that I would find there, anyway). Could it be that the people who like honest sales spend less money?

Doesn't really explain why people STOPPED shopping there once they offered these more honest prices.

I didn't see the ad campaign, but I would guess JCP's main problem is that JCP is still a junk store that I go to to by cheap junk I need for a short term, if they win on the Internet price search. Trader Joes never has sales, and they do great. The have. 99 prices though.