I don't think it would send that message at all. IKEA Hackers wasn't just some site using the IKEA name, it was a high-quality and well-established community.

I don't think it would send that message at all. IKEA Hackers wasn't just some site using the IKEA name, it was a high-quality and well-established community. If IKEA had purchased this establishment, I don't think a reasonable person would conclude they would give the same treatment to just any other trademark infringer. And even non-profit sites need money to pay for hosting.