Just as an experiment, I used calibre to convert that .PDF to an .LRF. You can see if you like that any better. It's by no means a perfect process. The paragraph breaks are sometimes off, and the headers will get stuck in the middle sometimes. It's hard to tell how well it would handle graphics, since there aren't really graphics in this file except the cover.
And I don't even own a reader yet, so I can't say how exactly it looks.
From what I surmise from testing things out in store, in general, I don't think resizing/reflow alone necessarily ruins graphics. (I think it's more likely to ruin tables or mathematical formula...) There you might be better off with pdflrfwin or PDFread or something like that.
[I deleted the attachment since it looked like it might be copyrighted material... but you can download
calibre and do the conversion for yourself if you like.]
But there are tons of reformatting, converters and conversion tools on this website... check of the format forums especially to find things to play around with.