I'm no rug expert, heritage or otherwise, but it looks like there are some really expensive rugs out there: this[1] site lists 9 worth over $1M USD. So I'd assume there's a big spread between that and rugs you get at Ikea. So I think he's being genuine, not satirical.

1. https://www.luxxu.net/blog/top-10-most-expensive-rugs-in-the...