Dead serious... Ikea just started running an ad for a crib in a women's magazine in Sweden that's also a PREGNANCY TEST.
You tear out the ad, pee on it, and then it'll tell you if you're pregnant.
If you are pregnant, a new, lower price for the crib will appear on the page. So you can bring in the ad and get that discount. There's no word if they're going to run this ad here in America.