Having lived in the UK for an extended period of time and recently moved back to my home country of Malaysia, I found it fascinating how dominating the usage of Sans Serif is in the West. Furthermore, usage seems to be completely limited to the following fonts or their derivatives;
DIN / Blender / etc.
Every website and corporate signage appears to be using at least one of the above. I once spoke to a typographer from a Big Agency that will remain nameless who essentially said the above are all you need for readability from a long distance, and as such these fonts will continue to dominate. Serif gets dated quickly and is not good for prominent signage display.
I found the above statement fascinating, and I was wondering what your opinions were on the subject.