[The Danes] appear to underestimate the importance of floor-coverings.
An Ikea spokesperson responding in the Times Online on the research findings of a Copenhagen academic who uncovered that:
Sweden's all-conquering furniture firm quite shamelessly names its fanciest futons, tables and chairs after Swedish, Finnish or Norwegian places, while reserving Danish place names for doormats, draught-excluders and cheap carpets.
Double-posting a comment response, given the sizable social significance of this finding.
Many thanks to @dianeburnett for passing it along.