CUP TAKES A HIT: KLAC-AM’s “Roggin and Simers Squared” interviewed the poor schlep out a fortune after he agreed to give away free furniture at his L.A.-area store, H.D. Buttercup, if UCLA upset USC last Saturday.

The store manager, who would not allow his identity to be revealed on-air, also refused to tell the radio hosts how much money the store was soaked for.

Amazingly, the store did not take out insurance on the promotion, which might explain the store rep’s reaction to being asked what he was doing at the end of the game: “I was really, really enjoying a bottle of Scotch I had with me.”

I wonder if store employees will soon be seen scouring couch cushions to make up for the shortfall.