I'm a bit of a font/typeface geek, with some desktop publishing in the ancient past, so it's not really a fair question.
For my own reading, I do prefer serif fonts in general. Though I'm not so picky that I must have total font control on my ereader for all files. As long as there's a reasonably sized/spaced serif font I'm OK with that.
On my NOOK I generally go with Malabar at the middle size and that works for most any file. For some content I do need to tweak it, but rarely.
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