Personally, I truly think that IKEA is great and I love it. Yes, it is not expensively made furniture that relies on quality. No, there are other stores for that. IKEA relies on modern design that can be fit in really small spaces and targets the young, urban crowd (whether in Europe or in USA) that cannot afford to buy two-story, four bedroom, four bathroom house in the suburbs/outskirts/etc. and then fill it with ridiculously expensive and equally ridiculously bulky and oversized furniture. In other words, IKEA targets young people with moderate income that live in urban areas and have to bring up families in sometimes very small spaces. And IKEA makes the most of it. And in order to be affordable it cannot be great quality. Oh, let me think there for a minute - the truly ridiculously expensive furniture stores, do they really offer that great of a quality??? Plus, I think people can pick and choose - some like IKEA for its kitchen ware, curtains, blankets, sheets, etc., others like it for the furniture, and so on. I personally like the ideas and designs for small spaces. Given that Sofia has been inundated with literally every crappy European store chain there is (not to mention the influx of "shopping malls"!), at least IKEA offers something that people who live in urban Sofia need.