I thought I knew what typography was about before. I mean, I never claimed to understand the need to appear obsessed over it. But in general, yeah sure, some types are easier to read than others. Some have a character of their own. Don’t choose comic sans. And a few other heuristics that steered you in a generally correct direction.
However as someone who takes a pretty guerilla approach to the matter I’ve never been exposed to anything approaching the Zeitgeist of typographic design. Now I can say Tim Brown’s talk at last year’s Build has succeeded in forcefully injecting me with the importance – and centrality – of typography in modern web design.
If you haven’t already, I’d recommend taking the half an hour to listen in:
One of the two external links Brown provides goes further into how basic characteristics of type can influence the wider design.