Earlier quoted context omitted.
But you go to IKEA for IKEA and get IKEA. With the phone stores or search engines you go to them for $result and you get $something_else. It's similar but not quite the same. Even the parallel with the physical world fails us here, IKEA can't put everyone's desired product at the entrance. Google can.
When I go to IKEA for a desk chair, I have to walk though many other unrelated things to see the desk chairs. The difference is that IKEA sells IKEA only.
This is the sort of thing that makes people on HN start screaming "ZOMG! Walled garden!!!!11!!eleventy!1"