And I think you make some great points, I see them as challenges, not impassable gates. I see complexity such as this http://www.dezeen.com/2008/10/27/joints-b

And I think you make some great points, I see them as challenges, not impassable gates. I see complexity such as this http://www.dezeen.com/2008/10/27/joints-by-nathan-wierink/ http://www.dezeen.com/2008/10/27/joints-by-nathan-wierink/ going mass market. Also there are many things this model can do that IKEA cannot do and cannot switch their model to doing, most obviously the long tail of design.