Just a minimal PoC of how one can "abuse" JS embedded in an EPUB3 ebook to show content not easily detectably by just looking at the files inside the EPUB3 (ZIP) container.
In particular, if loaded in a JS-enabled EPUB3 reading system (e.g.: iBooks, Readium, Kobo iOS app), the user will be presented with a "non-existing" image...
http://www.albertopettarin.it/downloads/lolcats.epub
Enjoy (and/or discuss)
EDIT: a page discussing the above PoC is here:
http://www.albertopettarin.it/lolcats.html