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The films are a great example of how advertising has evolved for the age of perpetual beta. Had Ikea played the ads straight -- had they run nothing but porny shots of whisks and wooden spoons -- the whole campaign would've died as soon as it hit the intertubes; no one wants to look at that stuff (and the beauty of the Internet is that no one has to). But by blurring the line between advertising and content, Ikea creates incentive for people to click and, the thinking goes, to buy more stuff.