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[ipofanes]

For a while I had thought IKEA was similar to Stella Artois (which is marketed in the US as a classy, sophisticated beer, a fact my British friends thought was uproarious) -- playing off of its "foreignness" to drive sales.

Stella was marketed like that in Britain as well, still is.the tagline used to be 'Reassuringly Expensive'
Except it never managed to lose its unofficial nickname of 'Wife Beater'

Since we are deep into Off Topic territory here anyway. I thought Wife Beater is the nickname of a certain piece of clothing.

[Ozle]

It is as well.

one accused of causing it, the other what the beater is likely to wear due to low social graces.