This article makes a good case for better, more readable typography on the web…but I also think it’s a bit of a harbinger of things to come on the web.
Today there are services like Instapaper which is ostensibly for saving an article to read at a later time, but the best feature is that it strips all the junk from a web page leaving a nicely formatted article. Apple’s Safari web browser features a ‘Reader’ mode which does the same thing right in the browser. CPM advertising (the ubiquitous, dumb web ads) is falling out of favor with advertisers. Users of course never liked them. I think we’ll see a time soon where the web returns to a simple big column of text.