How a specifc book looks depends on how it was made. Some retailers/publishers may use a base font of 12 pt and some may use a font of 14 pt. I could probably take an example of 5 ebooks on my Reader and each ebook will look different on the small font setting.
You can also run into varying examples of different margin sizes. Typically Sony uses large margins on their ePub books. Other vendors may use smaller margins.
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