The idea of rugs as heritage and identity so thoroughly offends every anti-consumerist ideal I have that I find it impossible to take this author seriously. Please tell me this is satire?
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.
Not satire though I get where you're coming from -- the idea of rugs costing so much was shocking to me too. Though some of the other comments re artistry, amount of time put into craft, etc help put it into perspective too
1. https://www.luxxu.net/blog/top-10-most-expensive-rugs-in-the...