Long ago, when the only form of transportation was by bi-directionally upward hills, advertisements were drawn. Every inch with ink on it, including the text, was illustrated by a gifted artist. No photos, no photoshop, no font toolbar. This meant typeface was remixed and randomized to a PTA-newsletter-like level. They effortlessly broke the "no more than X" rules (most often seen by me as no more than 3). Since I always struggle with font fashion, I do long for a time where variety equaled excitement.