While I DO possess the ability to format shift all willy-nilly, the answer is a lot more mundane in this instance. I like every single thing about the Fire HD
except the reading app. The line-spacing, the margins, the font-choices--all these things conspired to make me sad. So I conducted a search for the reading app that made me the happiest (epub only because it's just a tad bit easier to fix the occasional wonky book, not because of any inherent format righteousness) and settled on Mantano. It's pleasing to my delicate sensibilities.
And also because I'm clearly THAT guy. Eclectic by nature. The road less traveled. If it ain't rough, it ain't right. You know, a pain in the ass.
EDIT: as far as Mantano being available for the Fire HD in Amazon's store ... I guess I forgot to mention that I primarily patronize the Google Play store (in keeping with my other extra-ecosystem inclinations).