I make 98% of my own BBQ sauce and the other 2% is my own tweaking of a bottled sauce to make it better.
Most of the ones I make are tomato based but definitely never using, again I'll say never using liquid smoke. I'm a big fan of fruit based sauces especially on pork, chicken, and even fish.
The people that mass produce BBQ sauce are trying to appeal to as many people as will buy their product so I like to compare the sauces to music. There are hundreds of bands that appeal to several hundred thousand people but when you listen to them they lack something. When you listen to them you just say "how can anyone really like this band?"
I like to think most of my homemade sauces are the equivalent to bands like the Allman Brothers, Government Mule, and Lynyrd Skynyrd. Not everyone likes them but they rock and always deliver good tasteful music to those that do like them.
I make BBQ sauces to please my tastes and several of my close friends that truly understand and appreciate BBQ. I do not want to make a sauce that will appeal to some 18 year old city bred person that thinks a McRib is good BBQ.