I tend to use TickPick because of their upfront pricing. (It's been a while. So, I don't know if they have succumbed to fee hiding.) It was a pleasant and refreshing experience.

And, as jt4703 noted, the problem with J.C. Penney was that their everyday low prices were not close to the previous sale prices. I guess the economics weren't there to price everything competitively all of the time. If it were, the change would have been a big hit.