For auto companies, that Environmental Protection Agency-approved MPG sticker on a new car is a high stakes and expensive process. These days it can be damaging to a company's image if customers can't achieve that great fuel economy in their own commutes.
In better times — just last year — Paula Deen promoted a new line of furniture. While Universal Furniture International said in July it will continue to market the Paula Deen Home Collection, several other endorsers have dropped Paula Deen products.
Credit Jemal Countess / Getty Images
Grammy winning recording artist Beyonce launches her new "Heat" on Feb. 3, 2010, in New York City.
Not only is that 15,000 fewer than had been filed the week before, it's also the lowest number for any single week since before the U.S. economy officially slipped into its most recent recession, in December 2007.