Allow me to explain why this is so gloriously witty.
It’s also the new kid on the block (relatively speaking).
Before Helvetica, Akzidenz-Grotesk (from the Berthold type foundry) was everyone’s favourite. And then, in the true spirit of commercial competition (ie: a spirit most wily and cunning), Max Miedinger at the Haas type foundry was commissioned to model a new typeface on this ‘grotesque accident’.
He did. And then there was Helvetica.
Hence its original name, Die Neue Haas Grotesk: literally, the ‘new’ Grotesk, by Haas.