I just use the BlackBerry Desktop application and put the books on my SD card. The mobipocket reader on the BlackBerry picks them up just fine. I haven't bought anything directly from the BlackBerry yet, as downloads on my cell plan cost something like 1.99/minute.
The BlackBerry has a browser, so that reads html, but I haven't tried actually reading an html file on mine. There's quite a few pdf for BlackBerry apps out there, but I haven't tried those either.
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