If they're sensible, IKEA will embrace this, even if they're losing a bit of money now. It's establishing their brand and turning it into an aspirational produc

If they're sensible, IKEA will embrace this, even if they're losing a bit of money now. It's establishing their brand and turning it into an aspirational product which will pay dividends as China gets more developed and more of these customers can afford their furniture rather than simply aspiring to it.