Ikea: not so simple after all?

Now, I'm going to start off by saying that I've never owned anything from Ikea. I've never stepped foot in an Ikea store (however I hear that because of this I'm completely missing out on one of god's gifts to the world). At the same time, I was always under the impression that the name "Ikea" was synonymous with good quality and an incredible experience from start to finish - which in my (apparently delusional) mind translated into easy assembly.

From the following ads, however, Ikea seems to be taking a more humble approach in admitting that yes, you might need help putting together some of their stuff. But have no fear! Ikea Assembly Service to the rescue!

Regardless of my preconceived notions that Ikea's furniture was supposed to magically appear, fully assembled in your fifth floor apartment that conveniently has no access to an elevator, I find these ads for the Ikea Assembly Service clever, simple, and refreshing.

Now I pose this question to you: is it a good idea for Ikea to portray the assembly of their products as so complicated that one would NEED a service such as this (that you most likely have to pay extra for). I mean, look at the instructions and the parts lying scattered across the floor in each ad - in the last one it looks like someone stabbed the screwdriver into the floor out of frustration. I don't know about you, but the last thing I would want to do is buy a product from somewhere that would require me to pay for an extra service to help me assemble it, or risk pulling my hair out and throwing around profanities.  After doing a double take at these ads and really dissecting the message Ikea is giving out, while they might be creative and entertaining, are they really going to benefit Ikea in the long run?

Just some food for thought.