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It seems those who want to get rid of "pages" actually want to get rid of page numbers as a means of referencing and measuring a book's length, like GntlmnBndt.
I don't want page numbers to use them as references, and I don't want ebooks to be measured by "pages". But ebooks are best read in paged environments, either dedicated ebook readers or desktop software, or whatever (I find reading ebooks by actual scrolling very inconvenient), so it makes sense to display them so that the current "page" (a screenful with whatever settings the user has) looks good. And once you have it in a paged medium, you may want to skip 10 "pages", or to have an estimation of how much is left of the book to finish.
The "downside" of pages as screenfuls is that they are not fixed, the size of a "page" changes when you change font, text size, margins, orientation... so what? You are reading a book and it says there are 120 pages remaining to the end, then you increase the font size because its dark, and of course now it's 150 pages to the end... what's the problem? The pages are different now and before, so the number is different, I find it pretty intuitive.
By the way, "pages of predefined length like ePub" is incorrect, that's only the (useless, in my view) default definition of "pages" in the ADE reader. Having some markers indicating where pages in a given printed edition are may be useful for reference, but introducing arbitrary fixed lengths for purely ebook editions is stupid, because:
a) For reference, as others say, something different from "pages" should be use.
b) For reading, the user is interested in actual screenfuls of text, not in whatever the software thinks a "page" should be.
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