[bspline]

Unfortunately I think typesetting won't matter, as page/cover design won't matter and neither extra content will matter.

I don't even think DRM will matter, the most widespread and most *commercially* successful format will win the war. As of now, it is unquestionably the Kindle in any of its variants (DRM, TPZ, AZW, etc).

Joe User wants ease in all of his experiences (mind you, Joe User isn't particularly stupid, just a bit lazy and kind of an "I-want-it-now-immediately-now-don't-want-to-wait-for-later") and he will dictate the winner, not us book geeks.

History, in particular recent history is full of examples of format wars that were won not by the best format, but by the most widespread and more confortable format.

Unless Amazon really botches it, and I don't think they're afraid of B&N despite the seemingly rushed decision to release WinKindle and MacKindle, they will dictate the market, and whoever is left running against it will be niche markets, like so many others such as Betamax.