I'd say HTML, too, since it's fairly platform independent. PDFs are also readable by most platforms that I'm aware of (perhaps not on all the smaller devices, but there is a PDF reader for my Palm), but PDFs are much more restrictive, ime, than HTML docs.
(For years I bought books in Mobipocket format and now regret it. I'm hoping to be able to find a Mobi -> HTML converter. Keyword there is 'hoping.')
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