Why is it wrong, rather than entirely natural, to like something less when exposed to it more? Novelty is an attractive property.

As an example I feel is very similar, I often have to test audio equipment by playing music through it. My very favourite tracks I never use as test material, and I go sparingly with anything I'm even slightly fond of, changing what tracks I'm using quite frequently. For simple "is it working?" tests, I'll use any old crap.

At my previous employer, ethelthefrog insisted on using Time For Teletubbies as his main test piece. Sure enough, after half a decade I found myself hating it even more than I had to start with.

I believe this marks me out as a sane and rational person.

(PS: Palatino. New Century Schoolbook. Fraktur. I'll get my coat.)

Why is it wrong, rather than entirely natural, to like something less when exposed to it more?

That's an oversimplification, I think, which obscures the differences between my example cases and yours. There's a difference between novelty being one's primary reason for liking something and that wearing off after a while, and on the other hand lack of novelty being an actively negative property which outweighs the thing's significant non-novelty-related good points. And there's a difference between getting sick of something because you or someone near you has been using it for a purpose outside its intended one (test tracks), and getting sick of something solely because it was being used in its intended way and was a victim of its own success. Finally, there's a false dichotomy implied between "wrong" and "natural": not everything natural is good, and it's perfectly possible – and reasonable – for something to be both natural and wrong, or (as in this case) both natural and something that irritates me and that I wish happened less.

I wouldn't be nearly so annoyed – perhaps just a little sad if I realised it – if after years of exposure to Bembo I had stopped enjoying its elegant italics, stopped noticing it at all, and now just treated it as basically unremarkable background to the actual text printed in it. What I dislike is that it's managed to start having a negative emotional effect on me, and that's by no means an obviously inevitable phenomenon.

Is that a list of faces you love or faces you hate or something else? I can't stand New Century Schoolbook; Palatino is objectively clearly very fine, but I find it intensely annoying just because of overuse, a bit like Simon with Bembo except that I never really liked Palatino. (Also, Palatino was never really intended for setting substantial wodges of text; you want Aldus for that, and it does indeed work better.) "Fraktur" to me is the name of a whole category of faces, mostly over-the-top like the one you linked to. So I'm vaguely hoping they're faces you hate.

Bembo's very nice. I haven't seen so many things set in it as to put me off it, for which I'm grateful. I have a cookery book set in Cheltenham (which somewhat resembles Souvenir) and can't bear to open it.

Indeed - it's not about fashion, just overexposure. I like mashed potatoes, but if I had to eat a kilo of them every day I think I'd be pretty fed up with mashed potatoes within a week.