Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
When it was just an idea, floating in the ether back in April, I wondered what it would be like.
Was one of the world's great retailers really going to do something entirely different?
Now, though, I can see that these Scandinavians are unusually serious.
Ikea really is marketing a bike.
When the pictures came out, I feared it might be just a concept bike.
You know, the way car manufacturers try to excite you before they release yet another dull car that looks like all the other dull cars on the road.
Ikea has just released a video of the real thing.
This is no ordinary video. It has the bike's designer, Oskar Juhlin, offering his considered tones.
He explains that this Ikea Sladda bike will be "as multi-functional as possible."
Yes, you can ride it. And you can ride it. And, I suppose, you can put some things in the little basket at the front. If you have a basket at the front, that is.
Then you can ride it a little more.
Juhlin says he was inspired by those who use their bikes every day.
The kindly British voiceover that introduces the video insists that it will be "affordable for the many."
Is 699 Euros (around $791) affordable for the many? Really? I wonder if they know this at Craigslist.
Perhaps, though, seeing the Sladda in real life might be a slight disappointment.
It looks like, well, a bike. It's not unlike some bikes that tourists ride around on and annoy locals.
This one, though, you have to put together yourself. One journalist who tried to put hers together said it took her quite a few hours. And this for $800?
Ikea's bike also sports an Ikea logo.
This worries me.
There is surely no house in the world that doesn't have at least one Ikea item.
How many of these items, though, enjoy a visible, striking Ikea logo?
Don't we all adore impressing our friends with our fine taste?
Don't we rather hide the fact that something lovely has come from Ikea? Unless, of course, they're very, very good friends who will take the revelation in the correct spirit.
Yet here is Ikea's wish to have the many ride around with a little bright yellow and blue logo on it.
Will consumers take to this? Or will they find it an emotionally troubling mix of home and public life--like walking to the corner store in your pajamas?
And then there's the last line of the video.
The voiceover describes the Sladda as "hopefully a good first step to helping solve urban transportation problems."
Wait, did Ikea just invent the bike? Haven't bikes been around a long time?
Why, then, is this particular bike the first step to helping solve urban transportation problems?
Has no one been trying to solve urban transportation problems? What do all those urban transportation planning people do? Go out to vegan lunches all the time?
Oh, you'll tell me this is a wonderful, marvelous, revolutionary bike. Really?
Ikea has made a bike. It looks like a perfectly nice bike. It is very bike-like.
Perhaps many, many people will find it affordable and buy one. Perhaps in real life it will be a very exciting bike to ride.
Or perhaps not.