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After having my PRS-700 for less than a week, I've already converted a dozen books to a PDF format I designed in InDesign specifically for the reader. I've been a professional web and graphic designer for over 20 years and the reality is that sans-serif fonts are easier to read onscreen, while serif generally works better for print. However, in the last few years, I've started to believe that serif-on-paper has more to do with tradition and what we're accustomed to than any real advantage over sans-serif. Finding an optimal balance between type and white space seems to be the most important factor in readability. I've been using 14-point Myriad Pro for my PDFs, which is a little large, but I can read it easily for long periods without my glasses. It really comes down to what works for the individual.
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