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It is an interesting question. One item of interest is who should be in charge and how much control should they have over the presentation. Is it the author, the publisher, or perhaps the reader. It is a discussion that was had in the original web page design but seems to have gotten overridden by newer designs.
As to the forum its in. I think this is probably the wrong forum but the feedback is a good thing. Several topics of a General eBook nature have shown up in odd places lately including here and the lounge. For feedback I would like to see a General eBook forum for exactly this sort of discussion.
As to the answer for your question. It is the same as paper books. There is no universal standard. However, some formats such as Sony try to standardize on a look and some publishers also try and standardize on a look just like they do for paper books.
Many people would prefer that the look be determined by the tool they use to view the content and that look should be customizable and provide overrides for the book formatting. As a matter of fact some software tools encourage this while others want a more rigorous approach.
It is a very interesting subject. How would you want it to work? And why?
Dale
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