...and a lot to do with branding.
My NOT QUITE THREE YEAR OLD WROTE THIS!!! And it was no accident. She was playing on her (read: my ancient old Windows 98) computer, doing "important work", and asked "How do you spell IKEA?".
I said "I-K..." and she said, ""They're already there". I spelled "E"and "A" and she typed them in.
She was SOOOOO pleased with herself. Leah was creased in fits of laughter (she knows my IKEA habit). I didn't know whether to be proud (of my poppit's early literacy), sad (that she's so affected my rampant consumerism/the consumerist world) or inspired (by IKEA's effective branding).
So I just laughed, too.
...Oh, and took a photo.