Marshall Field's department store, located on Chicago's State Street, was the definition of retail heaven. Here the customer was always right; as Marshall Field himself said, Give the lady what she wants!

Marshall Field's has historically been guided by many stewards: BATUS, Dayton Hudson, May; each committed to the most important indicator in retail, the customer. However, Field's new owner has decided that the customer is now wrong.

Federated Department Stores' Chairman Terry Lundgren continues to insist that customers just need to be re-educated. How exactly is this good business?

Hubris as this demands a response! Here, the righteous shopper may find a graphic defense of his soul. To the streets!