Interesting breakdown, but I think it's a little font-obsessed biased e.g.
"The artificial slab serif ITC Lubalin by Herb Lubalin not only embodies stability, but also emanates a very special kind of amiability. "
I'd say the reason this font was chosen had a little more to do with the fact that it looks very similar to most writing on old football jerseys. Sometimes the reason something is chosen is much simpler than we (experts in that field) want it to be.
That's interesting from a cultural perspective. Our feelings about fonts are deeply rooted in culture.
The poster they show is NOT the one I've seen. The poster I've seen has a handwriting typeface, and a diagram of a(n American) football play on it. I doubt that diagram would mean much in non-football-playing countries.
But the font they replaced it with (slab serif / ITC Lubalin) has "athletic" connotations in the US - it's a classic "varsity letter" font. Does that connotation carry over outside the US though?
I'd say the reason this font was chosen had a little more to do with the fact that it looks very similar to most writing on old football jerseys. Sometimes the reason something is chosen is much simpler than we (experts in that field) want it to be.