Remember the IKEA cardboard camera that popped up in a Milan press goody-bag last week? It turns out that it was actually a thing — IKEA is billing it as the “world’s cheapest digital camera,” and it should be going on sale in the Swedish giant’s labyrinthine stores soon.

Is IKEA getting into the camera market? After all, it already announced that it’s going to sell TVs. Or is this cardboard camera just another piece of set dressing, like the fake books, fake computers and fake meatballs found in the Swedish giant’s labyrinthine stores?