Reading at night with built-in brightness adjustment and dark mode on an ipad pretty much does it for me. With epub3, Textbooks with audio and video (with external resource links to company servers too) work quite well. Regular books work just fine too. There is better assistive technology support in epub3 as well.
There really is no need for a whole separate app just to use html5, audio, video, and javascript, when an epub3 will handle all of those well and e-reader apps exist for every platform that the separate app would run on anyway.
So I guess to each their own!
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