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Ditto on what they said: the two major factors being large fonts for my aging eyes and the ability to keep my books when I change devices.
Solving this 'problem; (not looking enough like paper books) is like solving the 'problem' that requires books to have color, graphics, and enhanced capabilities. If I want that stuff, I'll get a video game or movie. I buy books to read. If I want them to be like paper, then I'll buy a paper book.
My ebooks? I want resizable fonts so I can change sizes as my eyes tire. I want easy to read, high-contrast text. And, I want them to be transferable from my Kindle to my iPad (and back) and on to my next device.
My intent is not to pile-on. To the extent that you intend this as market research, I wanted to add my vote to the people who are turned off by the pdf approach.
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