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Oh... and where you say "usual mediocre-quality physical book" leaves me confused. Are you not aware that 99.9% of physical books are, typographically, far higher quality than reflow formats can possibly achieve?
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Probably so; i've seen some very bad eBook. Then what ? The average customers wants something nice to read, why should he care about typo rules he don't even know about ?
Mobi, ePub, lxf can be properly formated and rendered. ePub is not used at full extent. Some css info are not understood at all.. Kind of a shame.
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And, unlike ePub viewers getting typography and hyphenation right
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The ePub viewer don't do it's job properly, we agree. But it's some lines of codes, can be fixed. But alas, as long as we the publishers insist on adobe drm, we're dependent on adobe's good will.
Well, hyphenation looks like a programmer's nightmare, but it can work. (the mobipocket reader does it right)