What could make the SWITL materials behave like this? SWITL - what could this be? Ultra thin paper with some adhesive that binds to fat? (or as I originally thought, a hoax)?
A robotic hand to scoop gel-like substances...
http://japantechniche.com/2009/06/09/the-world-first-robotic-hand-scoop-switl/
Truly weird video - looks like some kind of super gluey paper 
http://furukawakiko.com/tech/page285.html
http://www.youtube.com/watch?v=MQECrcZs6W
Update: I did do a patent search. I think it might be this patent I found via Espacenet
 A: Even though it seems quite impressive, it appears to be exactly what the company's site says it is. It is a product in testing intended to transfer dough in assembly line-situations.  Apparently they have taken a demo to food service industry conventions in Japan for the past few years.  
Obviously they are not divulging the specifics of this particular piece of equipment, because it states that a patent is pending. It is reasonable to theorize that the machine is utilizing some property, material, or process that is uniquely suited to moving non-newtonian or high viscosity liquids such as ketchup, mayonaise or dough which all behave differently depending on composition and where and how force is applied to them.
However, if you have the patience and the time, you could attempt a patent search to find out the specifics. While there is not yet enough information available to determine if it will function as well as it seems to in the ad (and what ever does?) there is no reason to think it is a hoaxed video.      
A: If you look at it closely, it seems as though that the film on the platform is being rotated inwards as the assembly sticks out its platform. That's why the platform doesn't have to be absolutely level with the surface the condiments are spread on.
A: The main thing here is the clever belt system. 
To avoid some traces adhering to this belt, I'd use belts made from PTFE.
PTFE is hydrophobic and oleophobic as well. 
The only substances which could make problem were fluorinated detergents. 
(But those are not used in food technology, afaik) 
A: I think they add some vibration to the belt to help substance to stick off.
