"...leveraging her sexual politics to promote a historically traditional brand. Each mention of the name she gets 100k, or something like that."

Oh, god...

She defends herself against bigots and, yes, bullies, so she's somehow participating in "sexual politics"? JCP hired HER, and she certainly doesn't control the ignorant ramblings and activities of One Million Moms.

"Historically traditional brand"? WTF does that even mean? Do you mean "before there were gays"? Or do you think JCPenney sheets and pans and clothes and waffle irons were originally meant to represent some sort of imagined conservative lifestyle? Or maybe you just mean "old", which doesn't mean shit.

“We stand squarely behind Ellen as our spokesperson and that’s a great thing, because she shares the same values that we do in our company. “Our company was founded 110 years ago on The Golden Rule, which is about treating people fair and square, just like you would like to be treated yourself. And we think Ellen represents the values of our company and the values that we share.” - Ron Johnson, JCPenney CEO

Who knows if she shops there? Does she have to? Maybe someone shops there for her. She used to work there in the 70s, but that probably isn't enough for you. What if she just moves into one of the bedroom displays? They could put up plexiglass so none of the 40,000 One Million Moms could spit on her. Do you think Troy Aikman and Hulk Hogan actually rent shit from Rent-A-Center? Or that Jared Fogle doesn't have a BigMac once in a while? Or that Ricardo Montalbán actually enjoyed the soft Corinthian leather of his very own Cordoba?

I'm sure there are many, much more important things you can spend your time being ignorant about.