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Formatting is important to me too. I want only to choose my base my font size and face, background and foreground color, and page margin. To me, those settings should be left to the user agent anyway and not set by the book (except maybe for font family, which should be overrideable).
An ebook does not have the usual indicators of quality (beside the content itself) like cover, paper stock, typography, binding, etc. It only has: editing (no typo etc) and formatting. Even in a simple novel, proper formatting gives clear indication of chapters, scene breaks, block quotes, etc and makes you feel like you are reading a book and not just a long series of paragraphs. It's not good when an ebook reader breaks or strips the formatting.
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