I have nothing against the article, but I don't think you have to be superficial to see a bait and switch. The article trades throughout on the idea that Choc

I have nothing against the article, but I don't think you have to be superficial to see a bait and switch. The article trades throughout on the idea that Choc is a cultural touchstone in NYC, but the closest it comes to investigating that is quotes from one shopkeeper. There's a brief with a signmaker who doesn't admit an association with Choc, and then a lot of typographers. This approach frustrates me in other media - it's especially common in podcasts. Sometimes the author finds something that interests them, but ultimately feels they have to sell the story with a different hook. I wish authors would instead take it as a challenge to get other people invested in what captivated them. For example, the story could have pretty easily owned the obvious Asian restaurant association up front, but deliberately explored the font origins anyway (and maybe more specifically in that context).