As a guy who loves ketchup, this article I read recently through the book – What the Dog Saw by Malcolm Gladwell is a good read . . . It was first published in the New Yorker on Sept. 2004 – so it is a bit late that I just read about it now . . . to all ketchup lovers, who haven’t read it – you should. I will never look at ketchup the same way again . . . Read the Ketchup Conundrum article in PDF.