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PDF is the format that people who don't read ebooks read. Most people who read ebooks regularly don't care for it (there is a vociferous minority who love it, however) because it needs to be formatted for the display to really work well, and most PDFs are formatted very poorly for the current generation of 6" screens.
Beyond PDF I'd recommend epub, mobi, and Sony's lrf. Epub is great in that it's being supported on more and more devices and it's easy to convert from. Mobi is essentially the same format used on the Kindle, it can be read on tons of devices and is probably the most used format in North America. There are other formats, but those are the big three right now. If you could only do two, take epub and mobi, because the Sony Reader can read epub, though some people do prefer the look of lrf which supports full justification.
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