And that's bizarre, because the media are often happy to give acres of editorial space to commercial companies for free, as with the Fairfax Media's Canberra Times and a certain Scandinavian store.

NEWS Thousands flock to IKEA's opening After 18 months of anticipation, the first IKEA Canberra store has officially opened its doors at Majura Park. — Canberra Times, 17th November, 2015

Yes the opening of an IKEA store in Australia's capital is such big news that it's worth a whole half page inside the paper and a signpost on the front:

Flat-pack frenzy — Canberra Times, 17th November, 2015

But that is not the half of it. It's closer to a fortieth because on our count the Canberra Times had no less 38 stories - or one a fortnight - about the new store's opening, since its arrival was mooted 18 months ago.

Ikea comes to Canberra — Canberra Times, 8th May, 2014

Ikea coming to Canberra: How to tell if you're a tragic — Canberra Times, 6th May, 2014

Canberra, make way for 24 tonnes of Ikea meatballs — Canberra Times, 29th October, 2014

What a mother of a news week I won't say it again, but IKEA!! — Canberra Times, 9th May, 2014

Yes, it's been top news for the Times which has covered it from every possible angle ... and still found space for more.

Top eight IKEA questions answered How many pieces of flat packed furniture were in the store as of Tuesday? Who sharpens the pencils? How many Allen keys will be in the store? — Canberra Times, 3rd November, 2015

That was Canberra Times' Public Service Reporter Phillip Thomson, but plenty of other experts on the paper have been roped in on the yarn.

And coverage reached fever pitch just before the store opened last week, with entertainment reporter Jil Hogan live blogging from the scene.

JIL HOGAN: It's been 557 days since the first-ever Ikea Canberra store was announced and opening day is finally here. — Canberra Times, 16th November 2015

Now there's no doubt a new IKEA is news and opening day was big.

But 38 stories on one store? Have they really got nothing better to report?

Seems not. Fairfax Media told us:

Audience data has made it loud and clear that readers of The Canberra Times have an insatiable appetite for stories about the IKEA opening in Canberra. It is as simple as that. — Fairfax Media Spokesperson, 20th November, 2015

And Fairfax says there were no commercial deals of any sort involved.

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But for now until next year I'm afraid, that's all from us.

Thanks for all your tips and for watching.

We'll be back in the New Year. Until then. Goodbye.