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I know some people like to reserve the first heading style for the book title. I think that's unnecessary, though. The book title is already the file name probably, and in the TOC there's a specific name for it. As for styling the title page, it usually deserves more special coding than just using <h1> for the title (it has author name, date, illustrator, etc.).
So, in a simple book that is just divided in chapters, I'd use <h1> for each chapter, and have them appear as top-level divisions in the TOC. Of course, it would be different if there are parts, or if it's an omnibus edition with several books bundled in one.
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