PDF might stink as an eReader format but it's here to stay. I personally like the Nook Color from what I've used of it. However, as someone who designs user interfaces professionally, I would consider it a big fail on my part if someone had to read documentation and spend time learning basic functionality. Advanced functionality can be something that needs to be learned, but a user should be able to easily and intuitively load, display, and navigate any format officially supported by the device since that is the core purpose of an eReader.
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