Cropping will make the text appear a little bigger, but not much. Whether that's big enough depends on the original PDF layout, and your preferences.
Adding tags will make reflow work better (but not perfect), and that'll allow the larger text options. For most PDFs, I get by with cropping & adding tags. I read the cropped version during the day, and switch to M or L view in the evening when I'm dealing with less light.
For really good control over the appearance, if you don't like how the cropped version shows up in the Sony Reader, you have to convert it. (Converting it through Calibre will remove all formatting--bold & italics--and images.)
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