I am also more inclined to use the basic html building blocks in assuming that readers default to them. I know that when I write my descriptions at Amazon or elsewhere, that they also default to basic html tags.
But JSWolf's example, I believe, is also meant to identify specific components in the book structure to make it easier to understand what is happening and why in his lesson.
Also, it was good to read about Ben Mears again—wondered what happened to him.
(But seriously folks, I think this back and forth dialogue can only do us good, perhaps even to cast some light on something that an ebook expert might brush up on.)