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PDFs are previews of material designed for paper print, so obviously they can look nicer. Most ereaders do not have a large enough screen.
PDFs are not ebooks and have none of the advantages:
* Can't change font size at same page size (tired eyes, poor eyesight etc).
* Can't reflow text for different size screens.
* Can't change margins.
They are for WYSIWYG electronic preview of paper documents, or as an envelope for old scanned books / magazines / datasheets / manuals that either have not been OCR & proof read or can't easily be text in a ebook due to large tables, equations/formula, large detailed images, schematics and diagrams.
The eink ereaders are for real ebooks, which are primarily important for the text and the images are not important to the content.
A special category is the monochrome graphic novel or manga. They need larger eink readers (8") and more storage.
PDFs that are based on scans of older material or for textbooks or other larger format books with lots of tables/formula/important diagrams or photos can't be optimised or converted sensibly for ereaders.
Most novels in PDF format that match print versions will be pirated copies as the official ebooks of novels are 100% in epub or kindle. Other than out of copyright scans of books only text books are sold in PDF format, or a KFX Kindle format for Kindle App, not eink Kindles. The Fire is NOT a real Kindle, it's a locked down Android tablet, hence uses a Kindle App similar to the one for Android. Smaller tablets are no use for PDFs or the Amazon special formats that are barely more than PDF wrappers.
A PDF itself is a wrapper and defines the page size and margins absolutely. Each page can be an actual bitmap, a vector or Postscript like text, or all of those in layers.
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