Well, my universe is kind of a hybrid between Fantasy and Sci-fi genres. You said in your post, @starvebeast , that mentioning something like "ketchup" would take away from immersion, but I actually look at the situation a bit differently.
I feel that the original works of Tolkien, having set the standard for the fantasy genre, also unintentionally set some harsh barriers on what can and can't be done within Fantasy. Usually, for something to be considered pure "fantasy," it has to fit a medieval setting fairly well. There's not too much room to deviate from the original Tolkien "Middle Earth" Model.
Granted, this has changed as of late. Excellent comics like Heart of Keol, and countless other stories have deviated from the norm enough. Now, Tolkienesque worlds are generally relegated to the sub-genre "High Fantasy", while others may occupy "Dark Fantasy", "Grunge Fantasy", etc, etc.
The problem still remains, however, in that you can't really mention stuff from our world in the "fantasy" world without breaking immersion. But what if "Ketchup" wasn't just a reference in the fantasy world, but something that actually exists within it and is understood by all the denizens of that world?
What if you had a so-called "fantasy" world that didn't borrow ketchup as a "reference" but that had Ketchup on its own terms, and didn 't need some reference back to our world in order to justify its existence?
You see, I think that the Fantasy and Sci-Fi genres can encompass so much, that it's almost impossible to create something that escapes their grasp. In order to create a new world, but at the same time tell a story that is so different that it actually breaks the boundaries of what Fantasy and Sci-Fi are capable of containing? That's what I'm aiming for.
My world doesn't have references to ketchup, (Well, it will, but that's another story alltogether), but it does try to establish its own conventions and norms outside of typical Sci-Fi and Fantasy tropes.
I don't know if I'll be successful or not. I do know, however, that when all is said and done I want to people to think of the Kolodrwynn, not as a world of fantasy/sci-fi, but as a specific world uniquely its own. No genre classification needed. 