Ikea C&D's 8-year old Ikea furniture hacking website
Let's use this as a case study: What (according to HN) should IKEA have done?On one hand, trademark preservation is important.On another hand, how many companies would kill for a community of "Raving Fans" like this?  And in addition to enthusiasm, the site seemed very high quality and thus complementary to Ikea's marketing.