Yes this is a kind of newspeak. This is not about supporting, it is about making choices on their customers' behalf. I am thinking of the parent/child relation

Yes this is a kind of newspeak. This is not about supporting, it is about making choices on their customers' behalf. I am thinking of the parent/child relationship, parents knows what is good for their children so they don't need to ask. Except, in some cases some parents actually don't know. IKEA is treating their customers like children here.