The article discusses the typography in the title sequence of the movie Blade Runner, specifically the use of Goudy Oldstyle font, and how it sets the mood for the film. The author also talks about the importance of typography in conveying feeling and establishing mood, and how it can be both functional and aesthetically pleasing. The article also touches on the author's personal experience with typography and their preference for fixed-width typefaces. The author concludes that good typography is essential in creating a good product, and that it's the collective voice of every human who contributed to the product.