I used to use eReader.com's app and reading the books I bought from them because they had the most customizable database (and Mobipocket never supported iPhone).
Now that I've got Calibre's up and running, I'm using iBooks and occasionally Stanza. I don't bother with PDF on the iPhone, though. The iPad is my current favorite for that (usually iBooks), but I plan to give the NOOKcolor a test drive.
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