The Ikea site is called www.unböring.com (warning: contains flash and music). The thing is, they have an umlaut over the ö. Now, i am not a german speaker, but doesn't the umlaut mean that you pronounce it more like www.unbareing.com or www.unbearing.com ??? (Also, if you click on the tv in the flash, you'll open a javascript window with the new Spike Jonze Ikea spot)