I don't see anything bad with that. IKEA is a non profit and its rules apply. Dereck did that too:
Ingvar Kamprad is the prototype of Calvinist, hard working, humble and low expenses man. When he came here to Spain, to visit IKEA's stores, he used regular line airplane, and public bus transport.
IMHO, he don't want to make his family stupid rich(think Gucci family,wasting on luxury, power, drugs, sex, fights for the money and murders between them) when he is dead, but wants them to have something they can make a life from.