It hurts Ikea about as much as people looking in the window of Porsche/Rolls-Royce/Bentley showrooms harms those companies. So Ikea is seen as the aspirational

It hurts Ikea about as much as people looking in the window of Porsche/Rolls-Royce/Bentley showrooms harms those companies. So Ikea is seen as the aspirational symbol of western luxury by people in a country with a billion people and the fastest growing economy - tough problem to have!