And just because one particular serif font looks better to one particular person than one particular sans-serif font on one particular medium quite obviously do

And just because one particular serif font looks better to one particular person than one particular sans-serif font on one particular medium quite obviously does not mean it is true. Nor do your amateur fontophile gut feelings matter--and, I should add, nor do mine, or anyone's. > but I think the market is evidence enough that serif fonts are still the choice of book designers and typesetters long after the initial technical reasons for doing so have become obsolete. Trivially true, but that's not at all evidence that book designers and typesetters pick them due to their readability[0], rather than, say, cargo-cult psychology. For my part, I'd rather wait until there's evidence either way, rather than presuming that my personal preferences (which probably align mostly with yours, FWIW) are due to objective factors. That's what science and evidence are for, after all: to prevent us from convincing ourselves of things that really seem true, but aren't. [0] Of course they pick fonts based on readability--they wouldn't use Zapf Chancery for Moby Dick--but I mean that they don't necessarily eliminate sans-serifs for such reasons.