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don't see natural links giving JC Penny's top rankings for all these terms:
dresses, bedding, area rugs, skinny jeans, home decor, comforter sets, furniture, table clothes, months, Samsonite carry on luggage, etc...
Nothing Google people have said has stopped me from linking out to useful sites, or quoting them for that matter. There's way too much overreaction to what people THINK Google is saying, when they are reading in things that just aren't true.