Good article.

On familiarity: "One warning, however: what reminds you of something may remind someone else of something else."

This is, in my view, the most interesting element of typography! (And likely the reason people stick with Helvetica and Garamond...it's so straightforward and ubiquitous that it doesn't have the capacity to really "remind" anyone of anything.)
Typography is art constrained by technology and committed to by printers. (Less so since computers obviously.)
Good typography requires an understanding of how fonts have been used historically. At least if you want to elicit a consistent response using a fairly legible font.