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Design matters. completely agree. and as kovid has said, you can make a beautiful book using css rules. however, apparently, you cannot (yet ?) do this with indesign. or not well, anyway.
just to test it out, try the wysiwyg interface from feedbooks.com. if you don't know the code it will simplify things for you, and i think the result will be better than indesign. it still has some limitations, and does not yet handle images at all. on the other hand, if you know html / css, you have the option of editing the code manually, just using the interface to gain time. this allows you much more freedom.
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