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Malcolm Gladwell wrote a fascinating article about Ketchup in the New Yorker last summer. You can read it on his website:
http://www.gladwell.com/archive.html
Scroll down to the "The Ketchup Conundrum"
A bunch of professional taste experts basically agreed that Heinz was perfect.
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Holy [censored] that was really interesting.
That sounded a lot more sarcastic than I meant.
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He is a great writer, and always manages to find fascinating and original material.
If you liked the article, you should check out his new book, "Blink." I'd say it's the best nonfiction that I've read in a long time, maybe ever.