When it comes down to it I find it rare that a custom font sparks any joy in me. I love typography and I started my career in design, so I don’t think I’m some old man yelling at clouds here.
They often seem to be the result of inexperienced design or design by committee. An unnecessary and distracting effort at differentiation or branding. In the worst cases you might even see a FOUT or have to endure downloading 5mb of zillions of characters of some fonts your browser will never draw.
I know there are cases where it’s tasteful and well executed. I love that. It just isn’t common in my experience.
On my team at work we created a sort of pros and cons list and for our use case (instantdomainsearch.com) it made virtually no sense to incorporate a custom font into our design. When it was all laid out and considered it really drove home for me how unnecessary it is.
The designs looked really nice and it seemed compelling, but in real life on the internet I just want things to 1) load very quickly 2) draw and become interactive very quickly 3) look and feel familiar in the right ways such that I can I intuitively use the software. Custom fonts put a stick in the spokes of each of those points.