NewWorldDan: I like the everyday low prices approach, but as a heterosexual 36 year old male, I just don't buy enough clothes to support this kind of policy. I've purchased 2 shirts in the last 6 months. And they came from Kohls because I had a gift card.

As a heterosexual 39 year old male, I hate the 'game'. I look at the final price and that is it. All the previous prices and markdowns are just sales gimmicks and are complete fiction. But we aren't the target demographic, so the fact we prefer honesty in prices is irrelevant.

The psychologists are right. Most consumers like 'winning' the 'sale' 'game'. I hope Penney's can make this work, but I doubt it will.