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PDF is meant to be an end format, not a transport format. So, you do your work in Quark or whatever, and bake it into a PDF as an end product to send off to the printer or have people download from the web. If you've ever looked in a PDF.... I mean, it's plain text, but there's nothing at all simple about its format.
HTML makes very very good sense as a format for mobile books. It's the standard for web pages. Remember that it's not a FORMAT per se (at least, not the way PDF or MS Word .DOC is). It's a MARKUP LANGUAGE that the display device can interpret and render in whatever way is best for its own particular display idiosyncrasies.
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