After J.C. Penney has publicly jettisoned its coupon strategy after finding that it conditioned customers to only purchase with a sizable discount, a recent email from the retailer's CEO containing a barcode good for $10 off has raised industry watchers' eyebrows. While the company insists that the barcode is a "gift" and not a coupon, analysts are not so convinced and expect the retailer to backpedal from its every day low pricing and issue more coupons via email and other channels during the holiday season.