Typography has a visceral and direct effect on everybody who reads. It can inhibit or enhance the feel of reading without being consciously noticeable. It does so by combining specific visuals that echo cultural memories, which are hopefully servile to the words they spell. Not unlike your favorite food tasting better on fine china then on paper plates, the choice of typeface can radically impact meaning while hopefully going consciously unnoticed. Try to exhort that indefinable magic in words, and you may as well be doing that over-quoted dance about architecture.