Hectic junction 12, already coping with traffic from Sainbury’s and host of retailers plus a hotel, is traditional motorway junction; dated and overused.
Ikea has to convince planners it can ease the congestion it will create there.
Meanwhile the hugely rebuilt junction 11 is made for heavy usage and just yards away is the 20-acre former Hewlett Packard site, now back on the market.
Wharf Land seems to have lost interest in its various mixed use schemes here and is selling it with planning consent for warehousing.
So rather than opt for an almost purpose built site with excellent links and a junction recently rebuilt for £65m, the Swedes want to be bolted onto an existing development.
Maybe there is business sense in that for their footfall.
But there seems little sense in it for Reading.