Wantful website screenhsot
While the site does make use of web fonts, the front page does not as heavily. The serif font you see are images. I noted my disappointment about this on twitter in this tweet, which was responded to by @jeffrafter saying it was due to performance reasons. (full response here) Indeed, they do make use of web fonts increasingly across the rest of the site I'd still like to have seen them used on the front page, too. I say this without any testing to back this up, but, I don't think there would be a huge speed difference.

Having said that, I love the idea of Wantful. It's refreshing when people rethink the mundane and come up with great new ideas.