I would like to disagree with you obarz just to say that there others who care about books looking good.
I started out here posting something along the same lines that you posted and Agama's response I think is on point.
I have downloaded some feedbook epubs from their web site and I like the look of the chapter headings with some stylized text and lines.
I am currently pursuing learning more about HTML programming and eventually CSS to better understand how I can make up templates to convert books into formats that are attractive as well as legible.
For instance, I spent a few hours reading about different fonts and which one would make the best ebook font. I found out that sans-serif fonts are used as eye-catchers for titles and headers but serif fonts are used for the main body text because they are considered more legible and psychologically pleasing for long periods of reading. I also learned 'Georgia font' was specifically designed to be read on a Computer or other electronic device versus 'Times' that was designed before the age of computers.
The upshot is... I am with you and would love to learn more about designing the optimum book for flow, readability and to be psychologically pleasing. I think your experience in the paperbook world is greatly germaine to designing ebooks since it comes from that same concept of designing something attractive out of something ugly. I mean who would want to read a book in Courier 10 point that the author wrote the manuscript in?
Keep posting. Like minded people will soon see your posts and you will get more positive responses.