Graphic designers are fond of sleight of hand: having it both ways. If you notice typography, they say, you’ve already failed. Meaning that on the one hand serif fonts are wonderful, and on the other hand so are sans serif type faces.
Except, of course, that great design is arresting, and therefore always noticed.
There’s the old argument about sans being more legible on-screen. Today, though, that hardly cuts it anymore, unless you’re still using a Newton.