Why is Ikea so brilliant?

How can any company be so innocent as Ikea? or for that matter, have the same exciting atmosphere as Ikea and still show such concern for the environment? People are always scrutinising companies for their "unethical" stances towards causes etc. But for Ikea, it is practically unheard of. Afterall, what other flat packing furniture out there cares for the environment except for Ikea. 

The owner still generates billions, having at one point been the 4th richest guy in the world. People still flog to the large warehouse like stores to buy Billy the bookcase, Pax's Wardrobes and Afton flavoured bedside table lamps even in the times of a recession, and still dine at their fine restaurant where they serve brilliant fish and chips. Ikea for some reason can still hold that refined quality in their products, even when the quality of products used isnt fantastic, one can be sure to know that the finished product is probably really good.

So why is Ikea so brilliant?

• It can hold ethical stances towards peoples causes, like saving the environment.
• It has the influence in house furniture that other companies fail to capture of the public.
• It is rather cheap.
• It sells almost everything worth selling in a home design shop.
• It has a family friendly atmosphere.
• It hasnt targetted itself at a particular segment of the market, through its diverse range of products, it doesnt have to.
• The stores are often a trek away, this means that people consider it a day out to go to Ikea.
• It takes design, comfort AND convienience in mind, something not every one in the home design store successfully does.

Ikea's atmosphere is particularly interesting in the sense that the showrooms let you get a good sense of what is all looks like, showrooms are generally fun to just look at, it becomes even better when you get down into the market place, sort of feels like a treasure trove that one can simply delve into, it feels great when someone can simply find a bargain that they would love. Everything in Ikea looks good. Except for the plastic cups.