Honestly, even as a horse person, I don't find it that bad. I mean, it's absolutely wrong to advertise the food as something it isn't. But had they advertised it as meatballs containing horse meat, for me, it wouldn't be a huge problem. A lot of other Swedes surely would, though. Horses just aren't seen as a source of food in Sweden, really, so every time something like this happens, it becomes a big deal.
But IKEA immediately took the meatballs off the shelves? Makes it even less of a problem, imo. They obviously didn't want it that way.