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One against-the-current point: what about layout? Decades ago, a very dedicated graphic designer told me that fonts with serifs aid the eye to follow the line, while sans-serif points are more difficult to comprehend, even if they look nicer.
This type of skill - the really careful, dedicated composition of a page of type, as Gutenberg and Caxton initiated - has been pushed to one side by the digitalisation of type.
But thank you for posting the article with the working link! Definitely worth reading (slowly).
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