High user engagement is a goal, and web fonts are unfortunately quite heavy (40kb per font face and variant). As quick web pages increase engagement (how much people stick around and use the site), I want to avoid all extra downloads and webfonts fit into that.
That's before we touch upon the difficulty in consuming a web page potentially made up of 20 font faces.
If we use any custom fonts, it will be for headers only... nothing else. I want all content rendered in native fonts for each platform, and the best way to achieve that is simply to say "sans-serif" or "serif".
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