Don't underestimate the value of a known format. I have just as much distaste for Medium as the next person, but at least I know how to navigate the site and I don't need to constantly be subject to the unique style choices of the individual. If it's your site, you can obviously do whatever you want with it, but realize that deciding on Helvetica Neue Ultralight on a low contrast background is only broadcasting your unique lack of design pragmatism.