Funny, but I hope it doesn't catch on. This genre of games is rather free from ads and the last thing we need is corporations shoving their marketing agenda into classics.
Others will have to come up with something else, entirely different, that is equally inventive.
Brilliant ad on the part of IKEA. It has all of the right ingredients, is totally unexpected, outlandishly absurd, and hits at a massive audience. Truly peerless.