If all the diffferent typestyles for books and newspapers were averaged together, what would result? Quite possibily a type design very close to Times New Roman. Times New Roman is intended to be very neutral. Stanley Morison, the designer of Times New Roman, writes,
 

Therefore, any disposition of printing material which,
whatever the intention, has the effect of
coming between author and reader is wrong.

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Type design moves at the pace of the most conservative reader.

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But if my friends think that the tail of my lowercase r or
the lip or my lowercase e is rather jolly, you may know that
the fount would have been better had neither been made.
A type which is to have anything
like a present, let alone a future,
will neither be very "different" nor very "jolly."
   
For Stanley Morison, type is not on a center stage calling out here I am! The type is supporting the words of the author and conveying them to the reader without putting a barrier inbetween. If you read a book and never notice the text type, this is good type design! Stanley Morison is a designer of invisible type!