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Haven't we figured out yet that this always happens with new technology?
The first round or three of epub3/kf8 books will have all of this "look at me!" flashy stuff because they can, just like the first (modern) 3D movies all had to have at least one "It's coming right at us!" scene to show off their 3D-ness, the first CD-ROM computer apps and games all had to have full-motion video, etc.
Just wait it out. The novelty will wear off, publishers will stop trying to embed videos, animations, games, whatever, and in the end we'll have better looking books thanks to the improved layout capabilities of the new formats.
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