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I think what you're missing is that "beauty is in the eye of the beholder."
The experts may make a book that's better on the eyes for mass market, but that doesn't mean someone like Jon doesn't have his own preferences on how his books should look, what font he prefers to read etc. So customization is better for such people--it's not a matter of which is better in some aggregate sense, but just what is better to his eyes.
So I get his point. I just think it's irrelevant in the mainstream. Mainstream readers and e-book formats aren't going to have that kind of legal customization built in as publishers want to make their materials look a certain way. As with any kind of customization/hacking, people like Jon will just have to find a reader and software that allows them to do what they want with their books as it will never be something explicitly built in.
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