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I think the general public would consider any book in digital format to be considered an "ebook", especially PDF eBooks. When I asked my brother-in-law what format he wanted for his company's new e-Book, he said "PDF, of course." He doesn't understand the differences between formats, the pros and cons of all the different options, nor any of the technical aspects of producing ebooks. When I asked why, his reply was simple and indicative of the general sentiment, in my opinion, of the general computing public: "because everyone can read a PDF."
So while to some PDF is a backward format for e-Books, there is no denying that the general public believes it to be an e-Book "standard".
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