I think one of the issues with supports is that support items are universally good.
What I mean by this is that you don't really have to like...itemize. If you're a tank, build Knight's Vow and Locket. Every game. If you're a caster, redemption and ardent. Every game. The pace/game situation does not dictate what you build, only your champion. Back before Locket was reworked, it was a fairly situational item. It gave a small shield and an MR aura. It wasn't incredibly useful all the time, but it made a difference against team comps that were primarily magic damage or heavy Aoe ( Amumu, Orianna, Rumble, Etc).
Mikael's is a very good example of what a support item SHOULD look like. The active is strong, but not strong enough to be required in every game. You'd pick it up if the enemy team had someone who could lock your carry down or a form of very reliable cc, such as an Amumu ult. Items like Locket or Redemption, however, are ALWAYS good. There is no niche. When would you not need that extra shield or health?
I would very much like to see support item actives being more situational. Support builds need to be more dynamic, based on what's happening in the game at any given moment, not what you picked during champ select.
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falls behind a whopping 282 Gold per 5 minutes.