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When custom fonts weren't available for Kindles, I read with Helvetica, a sans serif font. I just didn't like any inbuilt serif fonts. But when installing your own fonts became possible, I found I actually preferred serif fonts. My personal favorites are CharisSIL Modified Larger on Kindles, LexiaDama on Kobo and DejaVu Serif Eink on Nook. I also like Bitter and Literata Book, although I rarely use them (I'm just too lazy to constantly adjust the font).
Font choice is really very subjective, as has been said many times already. Find a font you like, share your preference with others (I found all my favorites thanks to our wonderful MR members), but don't feel you have to use something because someone else likes it or advertises it's the best font ever created. It isn't.
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