[akdetrick]

"Choosing a typeface is not typography" I really appreciated this point.

Too often people confuse knowledge of fonts with typographic knowledge or skill. Understanding how to set type is far more important; correctly choosing a good measure (line length), margins, leading (line-spacing), and a meaningful hierarchy of font sizes (among other things) all have a huge effect on readability.

For anyone interested in learning more about typesetting, I recommend "The Elements of Typographic Style" by Robert Bringhurst.