As the zoom always "centers" in on a page, the zoom can extend the text portion of a page all the way to the border of the display. So if you zoom in properly to the according size of your text, the margins just disappear beyond the readers rim. Unfortunately, on every page turn, you have to zoom back in to loose the margins.
So I think that Sony is inconsistent in its programming. Either you want to use the zoom to loose margins. Then you want every page centered but don't want to loose the zoomlevel you have set.
Or you want to use the zoom to zoom in on technical documents or e.g. presentations and such where you rather would want to start at the left upper corner of a page but would need different zoom levels for different articles on one page (due to different font sizes used).
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