Fully agreed!!!! But the point I am trying to make above is: Are university students going to buy their own furniture? Isn't it that most of the students live in rented space or college campuses, which already have furniture .

Though I have not been able to reach IKEA's Marketing Department for an interview or any results, if they were able to get any drect leads (not taking into account the PR generated) from this stunt, but I am pretty sure that ASU was not their target!