All this talk about ePub on EBookwise got me searching, and I found
this presentation by Garth Conboy (http://www.idpf.org/digitalbook09/Presentations/EPUB%20101.pdf) from May 2009. Check out page 49 where eBookwise is listed as an "EPUB Reading System." Then check out the "EPUB Demonstration" starting on page 60 and following--it's definitely the eBookwise screen (notice the eraser on the top left) with fancy formatting and multiple fonts (at least non-English fonts; see page 66)!
Do you think this is the mythical ETI-3, a re-engineering of the ETI-2 software, or just a bunch of images copied and pasted into the eBookwise frame?