Designers discuss typography in terms of good and bad. Good typography consists of perfect kerning, readable leading, and the perfect choice of display headlines. Bad typography consist of stretched, distorted, and poorly kerned type. While graphic designers and typographers focus on the details of type, does the general public do the same? Probably not. From an objective viewpoint, my assumption is that most people (i.e. non-designers) see typography and text as texture. When walking down a hallway, do you notice the texture of the wallpaper? While taking a shortcut through an alley, do you notice the texture of the brick in an alleyway?
Less often than not.