Malcolm Gladwell has an interesting article called
the Ketchup Conundrum. Essentially, he asks why mustard has had such a revolution in textures and flavors, but ketchup just stays as ketchup.
It's been a while since I read it, but he basically argued that ketchup already had the revolution. It used to be a pretty basic watery bitter condiment, and then it transformed into the perfect blend of sweet-savory-sour that it is today.
I'm a ketchup fan and I don't care who knows! It is the perfect condiment. That, and avocado, go on everything (I am a Californian through and through).