Um, it matters because you don't want consecutive lines of text to run into each other?
(This is the front cover of a pamphlet I received describing a conference called Leading Matters on the future of Stanford University. It took me a while to figure out that it didn't have anything to do with typography.)
:)
Leading matters because leadership would have looked too small.
ha!
I bet the designer who made this piece has a very delicate sense of humour.
Alternative: He was just given that line of text without further background.
Great confusion and fun afterwards here.
Captured from web.archive.org on 22 Oct 2013. view this capture