Personally, the iPad book reading experience drives me crazy. The frills are utterly maddening, and the pointless detailing seems amateur-hour. Reminds me of the old Microsoft, where they used to tell designers that every portion of a screen had to have "information"--so they dinged a project made for their retail stores by a buddy of mine who created an animation of a shark coming through pitch-black water. So they made it blue and ripply instead.