Never mind that Ellen DeGeneres shills for quite a few companies out there; her partnership with JcPenney apparently is the straw that broke the homophobes' backs. The department store is undergoing a major image makeover, and at the forefront is the popular - and gay - talk show host. According to RadarOnline.com and other media outlets, OneMillionMoms.com, an offshoot of the notoriously gay-unfriendly American Family Association, is denouncing Penney's choice to have Ellen represent the brand. On its Web site, the Moms wrote, "Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly." The group continued, "DeGeneres is not a true representation of the type of families that shop at their store. The majority of JC Penney shoppers will be offended and choose to no longer shop there. The small percentage of customers they are attempting to satisfy will not offset their loss in sales." There's no word about whether or not the Moms will discontinue their lipstick purchases, seeing as Ellen also shills for Cover Girl. Reps for the store seem nothing more than thrilled to have Ellen represent the brand: "I think Ellen is someone we all trust. She's lovable, likable, honest and funny, but at her soul, we trust her," CEO Ron Johnson said. Ever the comedienne, Ellen quipped that she's just excited to be getting the employee discount.