"I agree on your point of view. Serif is just the medium to link a common reference with the product. It gaves some more funded context to justify the existence of the profile, which I think is purely based on the useful side, not on the serif one. It's obvious that the first scketch wasn't an "I" (with serifs). But that's the non important side of the project/product. At least it's great and brave move (not the first), beacuse dematerialisation, as mentioned on the article, from my point of view, is not what we need to pursue. We are human, so we are all about materialization. Dematerialization is on the side of digital world. Objects stand on the ground. Dematerialization is finite, materialization can be anything. Put aesthetics aside."