When price is addressed as an ethical issue, most laureates are satisfied with setting a fair price. But in a few cases, a great business success story was authored by a business leader who thought the right thing to do was set the lowest possible price. James Cash Penney was such a leader. His original stores were called Golden Rule stores (The first store, in Kemmerer, Wyoming is shown in the top panel to the left).The name changed ( The sequence of logos on the left shows a few of the changes over the years). But the low price commitment remained a constant.