Earlier quoted context omitted.
That sounds really boring, so I’ll say no thanks. The web isn’t just about the words. It’s about the look and the feel and the imagination. Just like print was, and still is.
Fancy typography is the realm of magazines, not books, and I can't think of a single magazine that's stuck in my memory the way real books do. If you have to use fancy typography to make your text feel more interesting it probably isn't worth reading.
Nowhere in the article it talks about making it visually interesting.