It is to laugh . . .
Seems that certain Danish circles feel rather put-upon by Ikea, the Swedish furniture manufacturers.
Popular daily Nyhedsavisen led the charge on Valentine's Day with a front page headline accusing Ikea of "bullying" Denmark.
Why is it, the paper wondered, that Swedish and Norwegian place names are always associated with the shiniest, comfiest furnishings in the Ikea catalogue, while the names of Danish towns are reserved for doormats, rugs and carpets?
"It seems to be an example of cultural imperialism," Klaus Kjøller, Assistant Professor in Political Communication and the Danish Language at the University of Copenhagen, told The Local.
"Ikea has chosen the objects with the lowest value and given them Danish names," he added.
Well, dear Danes, look at it like this.
At least they didn't use Danish names for the bathroom range. What if you had Danish basins, bidets and - gasp! - toilets?