First of all IKEA's concept was enormously strong and there was a huge void in the market in-, in the UK.
So there came IKEA with all these colourful Scandinavian ideas of how to um, you know, er furnish your home.
And what IKEA did was to elevate the prices so IKEA in the UK had the highest prices,
because there wasn't any competition, who would blame them, there weren't er had the high-,
highest prices in the whole IKEA world, therefore IKEA in the UK had the highest profits.
So it was an-, an enormous success and-, and I think people were er way up in IKEA were dumbfounded by the success.