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IKEA's brilliant mockery of Instagram food pics

Technically Incorrect: A new IKEA ad imagines what it would have been like if Instagram had existed hundreds of years ago.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


Much harder getting an Instagram "like" in those days.

IKEA; YouTube screenshot by Chris Matyszczyk/CNET

It seems normal these days, doesn't it?

Beautiful plates arrive at your table. You look down and admire them.

Then you're overcome by the need to have the world admire them too.

So you whip out your phone, take an artfully lit picture -- your dining companion sometimes has to hold a candle over the plate -- and post it to Instagram.

"Delicious!" is your caption, written before you've even taken a bite.

IKEA would like you to know that you're a touch silly.

In a new ad, the home furnishings purveyor takes you back to more classical times, when photography didn't exist and all they had were paintings.

If they had been so obsessed about others seeing their dinners, to what lengths would they have had to go?

The stress poor local artists would have been under.

The distances poor horses would have had to run to get the food images in front of friends, so that they could "like" them.

Oh, it would all have been too much.

You might wonder what all this has to do with IKEA. Well, the company believes dinner is "a meal, not a competition."

So please just relax (in your IKEA-furnished kitchen, of course).

But is relaxing something you still know how to do? Without the help of your therapist, your masseuse and your dietician, I mean.