Ikea is crap.
There is no flash to this ad, it's purpose is subliminal, therefore the Kardashian/Real Housewives/BOGO set will not be that into it--which is fine, because they'd only have an Apple product if it were given to them anyway...jussayin.
Kutcher's millions of Twitter followers are giving them some confidence that it'll do okay on the big screen.
I'll check it out & probably like it as long as it has the requisite digs at Microsoft and Google.
Heck, if i can sit through Oblivion I can tolerate anything.