I've started a poll in the Kobo devices sub-forum called '
How important is knowing the format before purchase' if anyone is interested in contributing.
And just to put this in context, I recently bought an O'Reilly ebook from Kobo using the new look Kobo Aus website and ended up with a kepub book when I believed that I would be given the choice of Epub.
So, one Customer Service chat has lead to another and Kobo have told me that not only won't they refund me (store credit only), but that they don't have an Epub version of that ebook.
But - they did not state what the format, or DRM status of the ebook was pre sale, or post sale.
Not good salesmanship at all when you don't tell the customers what they're buying!!