If you're looking for well formatted epubs then I suggest looking here on MobileRead, most of them have been created with dedicated care. Plus they are free and you can use links to them as examples. (I'm not saying they are all perfect, but most of the ones I have downloaded have been excellent.)
Any new style of format or layout will be disruptive. Change is disruptive, but that doesn't necessarily make it bad. Cormac McCarthy's The Road gained some notoriety for breaking common conventions regarding punctuation, but a large number of people enjoyed the work anyway, proving that conventions are not everything. BUT the most important factor in all this is:
Learn the rules and accepted conventions first. Prove you can use them and understand why they are there, only then should you set about breaking them.
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