[chrisbolt]

"I personally still prefer the PDF for e-books, as it maintains original design, layout, and typography, as well as page numbers."

That's great if your device happens to match up with the size of a book, but it's far less flexible when it comes to devices of different sizes. I want to read books on whatever device I have, phone, small tablet, large tablet, computer, whatever. And I want the ability to adjust the size of the text. I don't want to lose that just because some books might not have that flexibility, and most do.

Also, Kindle and iBooks have page equivalents, that solves the page number issue.