Thanks for a thoughtful article. I personally find that typography is an art form, and that both serif and sans serif fonts can be poorly set or well set.
A font like Helvetica in the hands of a good typographer can, not only be eminently legible, but can be quite beautiful. By the same token serif fonts may also be beautifully set. One of my favorite serif fonts is Zapf Elliptical, which in good hands, can also be a delight to the eye.
With the advent of computer-based printing, everyone fancies themselves an expert. Unfortunately just selecting fonts and their sizes is not typography. Letterspacing (kerning) and leading can change the whole look and feel of a block of text.
A new magazine called CODEX (especially for typomaniacs) may be found at http:// and some very interesting work on typography can be found at http:// .