Type has always been something rigid. We chose from a few steps of weight. Type is either serifed or san-serifed. Italic is either on or off. This experimentation opens the door to typographic control as an open spectrum. We now have thousands of weights, serifs can subtly grow from san-serif type. This experiment opens the door to an infinitely wide space of possibilities.
Even more interesting is the marriage of these variables to interactivity. Type can get bolder as people walk by or in response to loud noises. The possibilities are endless. There is an interactive sample you can try here.