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For fiction, I never notice the format. When I download something from Feedbooks wit the nice chapter titles, it's nice, but not having those is in no way a deal-breaker for me and plain old text works just fine. Many of my books are converted eReader and therefore are plain text extracted from HTML. I get caught up in the story and don't even notice.
If a nice layout matters---cookbooks, for example---I buy them in print and not in E.
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