IKEA regularly shuffles around it's layout. They won't let you learn shortcuts and exploit experience.
I learnt this the hard way several times in my local IKEA, but I also read an article about how this is absolutely strategic in their thinking. Unfortunately I couldn't find it to back me up.
This is true. A lot of shortcut doors are very non descript too and they look like doors into some back room or warehouse you’re not supposed to enter. They do mark them on the store maps though. “You don’t have to be rich, just smart” indeed.
I was under the impression they were subsidized.
Additionally, they are a "trap" - easy to enter, but exiting requires you to walk the gauntlet of products for sale downstairs.