I'm glad John joined this discussion. As always, he makes good points. However, I think he sometimes sees black and white when the reality is grey. :) Let me address his specific points to try and illustrate what I mean.
1. John is right that a new credit application means a new "hard" inquiry. But his point that "Inquiries don't diminish in negative value with time as other derog data does" is misleading. Here's why. First, if I have only one inquiry during that past 12 month period, it won't hurt my score significantly and may even help it, depending on my profile. More important, once inquiries "age off" my report, they do NO damage at all...unlike a derogatory. Inquiries have to be looked at as a whole. If you already had three or more credit card inquiries within the past year with a specific credit reporting agency, I'd agree with John that you should pass on a new store card application. But if you've only one or none? Then there's really no need to worry.
2. John is right that the credit limit on these cards is generally lower, and that can be an issue. That's easily addressed, though...just make sure that you are aware of your limit, and don't your balance approach your limit--or if you do, pay that balance way down before your billing statement closes. That will address the problem.
3. Again, John is right that store rates are generally high. On the other hand, sometimes they are very low, IF you play by their rules. The answer here? Don't revolve balances on store cards, unless you are using a promotional offer and your follow the rules VERY carefully.
4. Finally, yes, retailers offer credit cards because they make money with them. Just like all other creditors do. :) And frankly, as long as their product saves ME money, the fact that they are in the business to make money is no skin off my nose. ;)
John is entirely right about one key thing: should you need to use your credit for major borrowing (home loan, car loan, et cetera), damage you might do to your credit profile will likely far outweigh the benefit something like a store card may have offered you. But these aren't really arguments against ever opening a store card. Instead, they're arguments for always keeping a strong, "prime" credit profile. And on that issue, John and I are in complete agreement.
Bottom line? Err on the side of caution when opening store cards. And if using them does make financial sense for you--as it will for some---make sure you pay careful attention to details like your credit limit, high standard interest rate, and what a new account might do to the "hard inquires" portion of your credit report.
While no one will get in trouble following John's advice, there's a good reason other CFP's disagree with him on this. They are correct that "with proper planning and timing" (as John puts it), the benefits of a carefully chosen card can be substantial, while the risks can be reduced essentially to nil.