Rube,
I've loaded a mobi onto the BeBook with Hanlin firmware so we should have the same config.
When you open the mobi and press the Menu key there is no Zoom option unlike when you are using the Epub viewer. However if you press the "8" key which has a magnifying glass on it you can cycle between a limited number of font sizes.
Overall the mobi viewer is a bit primitive and the best way to solve your problem is probably to use Calibre to convert all your .mobi files to .epub where the viewer offers more choices.
BobC
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