Here's what I would do: I'd give them a revokable licence to use the Ikea trademark as long as only Ikea products were used on the site. That way I would expect

Here's what I would do: I'd give them a revokable licence to use the Ikea trademark as long as only Ikea products were used on the site. That way I would expect to be able to defend the generic trademark argument. I'd get rid of their advertisers, give them referral links to replace that income and maybe eventually bring them in-house so as to control the content. All this would cost maybe one person per year, maybe one and a half. If I can raise a few hundred thousand dollars a year extra this way by heavily promoting products from the site, I can easily justify it. That shouldn't be too hard a target, given that Ikea is a massive multinational. That's maybe a few hundred extra sales per store per year. It's possible that Ikea considered something like that already and it doesn't make sense to do. It's not presented like that though.