In 2014, IKEA, the Swedish-based global furniture company, sent a cease-and-desist letter to a blogger by the name of Jules Yap. Yap ran the extremely popular website IKEAhackers.net, which helped people "hack" IKEA furniture into new, creative, and unexpected designs. The site was already almost a decade old when IKEA's lawyers demanded that Yap hand over the URL. What follows is a case study from Superfandom: How Our Obsessions are Changing What We Buy and Who We Are.