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Last month the Wall Street Journal reported that J.C. Penney is bringing back printed catalogs after a five year absence. It was nice to see that they actually did a little research to find out motivated buyers, regardless of where they actually made their transaction. I think that before they were acting out of fear, and hoping to drop a huge cost.

That is the exact headline from the first page of the Wall Street Journal's Marketplace section in early November (2013). I was stunned that the Journal would ask such a dumb question. I have ranted here before about the importance of asking the right question, but this brings us to a new level: irrelevance.