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Consistency does not have to look like dung.
If you buy paperbacks from a particular publisher then they usually have a consistent style; this is no bad thing, it's certainly not PC, and nobody accuses the publisher of 'dung' styling. Different publishers may have their own variations on a theme but many paperbacks look pretty much alike in their layout.
For ePubs you can start with a simple css and develop your own style/s from there according to your creative abilities. Of course there may been times when you want to do something weird and wonderful with the styling, and given that ePubs use css this is easy to achieve.
If you download ePubs from a website like Feedbooks then they all have a certain consistent style. They look good and work well on readers.
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