Font Ubiquity - Gotham and Proxima Nova

What are your thoughts on the ubiquity of fonts? Specifically fonts like Gotham and Proxima Nova, especially in recent years with the advent of web fonts. Can anyone use Gotham as an identity anymore? Has overuse on the web ruined these fonts? Proxima Nova is everywhere. As someone who is very interested in branding and how big a role a typeface plays into an identity I can't help but feel like Gotham on Proxima Nova are almost unusable.