JC Penney took some heat from anti-gay group OneMillionMoms, a subgroup of American Family Association, when it hired Ellen DeGeneres as its spokesperson earlier this year.
Then they were in the group's crosshairs again for first featuring lesbians in its catalog then later two gay dads. Despite being threatened with boycott, the chain held firm and did not change any of its advertising materials.
Now, instead of being boycotted by its foes, the company is being celebrated by its friends.