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I don't buy the "being a target" argument. Yes, I could see a criminal taking out any obvious armed resistance first IF they choose to rob a place. But I have to believe that the more likely outcome of the criminal seeing an armed customer would be the criminal choosing a different place or time for the robbery in the first place. Kind of like how your house is more likely to get burglarized if it appears that you have not been home for a while (papers piled up on your porch, etc). I don't personally know many hardened criminals, but are they really that bad at committing crimes? Anyway, I think the deterrence benefit counteracts any "being a target" negatives as far as likelihood of harm coming to me and mine.

Personally, I CC where it is easy to do so, and I OC at all other times that I can legally carry. I usually wear a tucked in shirt for work, and I can't carry in my office. So if I go to lunch, I snap on an OWB holster and OC. If it's really cold, I'll wear a light jacket, so will be CC'ing. I have never gotten a negative reaction from OC'ing, but have received several positive comments on my holster.