Ikea Cats Commercial Controversy

So far, looks like most people really enjoy the commercial -

Indeed, what’s not to like? A hundred beautiful cats roaming free in Ikea and posing next to the various home decor items. It’s definitely eye candy for us cat lovers. The message is positive too – cats symbolize good feelings and a sense of emotional security.
What bothered me is the way in which this commercial was produced. I appreciate the fact that Ikea released a “behind the scenes” clip, albeit a heavily edited one which is basically part of this campaign. It didn’t make me feel more comfortable.

Cats are territorial animals. Take an adult cat out of its territory and you have already induced stress. Having to explore such a large new space is simply too much for the average cat. Throw in (literally) dozens of strange cats and stress levels shoot up. Kittens may find it easier to adjust, but it is still a potentially stressful situation.
Watching the clip, I couldn’t help but notice cats pawing at each other, obviously distressed. Yes, some of the cats settled in and provided those sweet heart-warming shots, but overall, I am not happy with process. What bugs me the most is the reckless approach of “let’s just do it and see what happens”. This is no way to treat cats, IMO.
It could have been done differently too. Here are a few suggestions -

1. Use professionally trained cats. These cats would be more habituated to strange and new situations.
2. Have a cat behaviorist on the set and allow her/him to assess participating cats and take out cats that show obvious signs of stress.
3. Take it one scene at a time – confine only a small number of cats to a small area of the store and get your shots. Then switch to a different location with different cats.

The Ikea people could have achieved the same effect while substantially reducing stress levels for participating felines.
What do you think? Did you enjoy the clip? How do you feel about the production process?