… we are often eager to try the latest OpenType feature, prettify our copy with discretionary ligatures, slap on partially executed CSS hyphenation, and then stare at our masterpiece in awe, unaware that anyone other than a typography geek couldn’t care less.

Of course, reality hits right at the moment that the text has to be read and understood by normal people on a variety of devices, from the latest Retina laptops to 72-DPI cathode-ray-tube monitors with Windows XP to a range of sci-fi smartphones that can measure your blood pressure.

Marko Dugonjić.