There are many reasons that go into a person's decision to protest. To conclude that these protesters think saving Marshall's is more important than, say, pulling out of the war in Iraq is too simplistic because it glosses over the many other reasons that factor into a decision to protest.
Similarly the analogy to American Idol is ludicrous. Sure it has "voting" in common with an election but that's about it. Even that isn't the same thing since one person can, legally, cast more than one vote on American Idol.
It's a lazy trick used by people who want to take a shot at pop culture. It makes you smile inside if you agree with the message but that's about it. So enjoy your smug self-satisfaction.