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I have the impression that the ePub format has increased the variation in ebook layout, although OEB-based ebook formats (e.g. MOBI and LIT) could accommodate many of the same styles. The attached screenshots are from Adobe Digital Editions showing chapter headings from a few ePubs. The book title is in the header bar and the image filename includes the publisher when this is known. Some publishers have a standard style (FeedBooks - image 2, Rosetta - image 6) but others don't (Penguin - images 4 and 5).
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