this is a long-standing meme: any behaviour you don’t understand on the internet must be some sort of sophisticated operation by a nefarious third-party network.

The question you should always start with is why and if you can’t come up with a why then you should start from a more neutral position on the behaviour.

Spam isn’t free to engage in, especially on platforms like Facebook, and spam is rarely an irrational money-losing act, it’s just profit generation on the wrong side of our view of what is ethical. Why would someone spend money to unleash chat-bots on a Facebook group to discuss a piece of furniture?

If you can’t explain why, your theory is probably wrong. I would be absolutely shocked if it’s anything more than just some real people who love furniture and use a localised phrase that you don’t recognise.