I think the problem is in part due to looking at raw data. In economics, any serious data set for analysis needs to be adjusted for inflation. When talking ab

I think the problem is in part due to looking at raw data. In economics, any serious data set for analysis needs to be adjusted for inflation. When talking about bandwidth usage we need to do the same: how do the increases in data compare relative to the increases in bandwidth. Perhaps several graphs (one for mobile and one for desktop infrastructure). I suspect the growth in inflation adjusted terms is probably still significant, but if we're looking at a time period where many users have gone from 3G to 4G on mobile. I suspect the custom font behaviour is driven in part by how easy/inexpensive custom fonts are on native platforms and the fact that brands now try and associate a font as part of their identity in technology. We saw this with Helvetica and other fonts as an expression of corporate identity in the real world in a time period where conformity was more valued, but now the culture is everyone trying to be unique, so it's not surprising to see resources spent on different custom fonts.