They call it a "Captcha", a short for "Completely Automated Public Turing test to tell Computers and Humans Apart" (I bet even the nerds amongst you did not know that one, did ya?).
Captcha's are used in places where users can leave "fast input", like in blog comments. To avoid automated SPAM-comments, you have to type in the letters/numbers before the blog accepts your comment.
Normally, the letters/numbers are random, but I just came across a blog where the input was "Ikea"... I wonder if it was a coincidence, or if Ikea would have been innovative enough to think of this as a new publicity outlet.
Maybe the next generation Captcha's will help us discover the real values in life. How about these future Captcha's?
BTW, the Ikea thing reminds me of a picture I've had for years, but never found the opportunity to publish. Think it is hilarious. Can't remember where I got it from.