A recent blog post on Viget Inspire made me think. A lot of web designers are using the same typefaces on different projects. Probably due to the lack of availability of good typefaces in the past. The implementation of @font-face has changed all that. And now I can see a lot of designers using the same @font-face typefaces in their projects.
As Erik Spiekermann has implied: branding is basically a colour in combination with a typeface. Using the same @font-face typefaces in every project won’t do anybody any good. If the brand you are designing a website for does not have a typeface they are using consistently, at least go through the trouble of selecting something other than one of the last five typefaces you used. Otherwise, you may just as well stick with Helvetica, Verdana or Georgia and save us from downloading Museo again—as a figure of speech; there is nothing wrong with Museo.
I can hear you yelling “Budget, budget!” but there are more than enough decent resources out there. You just need to take one hour of your time to select something appropriate for the project at hand. Dare to be bold and do more than is expected of you. Especially on small projects.