EPubs look different for the same reason that websites look different: no two people, companies, or programs assigns HTML the same way.
And we're at the equivalent of 1998 for ePubs. Remember what the web looked like about ten years ago? Blinky backgrounds; all-left-justified text on pages, "back to top" links scattered around at random; accidental unclosed tags so the entire second half of a page was bold? Followed by "edgy" pages with black backgrounds and red text that scrolled over the background? And pages that tried hard to match how printed books work--200-400 words on a page with a "next" button?
We're seeing the equivalent with epubs. No standards, lots of tags but no control over the browsers, many companies insisting "you should read our books on our software & hardware, and if it sucks on other devices, you're reading it wrong."
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