Picking a typeface versus picking a concept

A question Ray don't like to get is, "What is your favorite typeface?"

He tends to think that the typeface is a flexible element. You can pick any font you want to use and then build a concept around it or get a concept and pick a typeface for it.

An example.

Once at a talk the designer / speaker, describing how typefaces worked said, "For instance, you wouldn't use /Franklin Gothic for a lingerie ad and you wouldn't use Nuptial Script for an ad for nails."

Hmmm.