Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Humanity oscillates, these days, between lazy and entitled.
They have to walk around endless stores, feeling trapped. They also have to put many products together and often want to throw things as they do so.
In return, Ikea has given customers cheap, well-designed furniture that makes them believe they live in Scandinavia, rather that Scranton, Pennsylvania.
When it comes to new products, however, Ikea itself has oscillated.
The last -- and perhaps most bizarre -- new object was the Ikea bike.
Now the company is moving into uncharted territory.
You may have noticed over the last few years that if something you buy isn't deemed smart, then it might as well not exist at all.
It certainly won't impress anyone you know in Silicon Valley.
So Ikea has launched a new range of - breathe -- smart lighting products. It's too much effort, you see, to turn toward a wall and flick a switch.
Now you must take out your iPhone and turn on your lights before you get home. Otherwise, who are you? Nobody, that's who.
Naturally, Ikea's versions -- called Trådfri -- are well designed and cheap. However, I've fallen upon a video which shows how the Swedish company expects you to operate its new smart lighting system when you're at home.
Essentially, there's a bright yellow puck that you fondle one way or another in order to dim the lights or bring them back to bright again.
I can see that some people will have endless hours of joy playing with this puck.
They will impress their friends, delight their neighbors and make the people who live across the road think there are strange goings-on inside their house.
I have, though, one small issue.
Bright yellow pucks can be easily misplaced. Lost, even. They can disappear into the crevices of sofas, or into trouser pockets and purses.
Though it's surely a delight to not have to move and merely have one's puck close at hand, what if you are suddenly puckless?
Will you even remember that light switches can exist on walls? Will you know how to operate one? Or will this new system obviate the need to have wall switches at all?
Everything will now depend on your phone and your puck.