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I use HTML but it's not the best. Latex is probably a better option.

Is LaTeX still a good choice for "modern" ebooks? Do folks still want PDFs?

May depend on your market, it amazon sells the vast majority of ebooks in the world.

So, neither of those.

if i don't see a pdf, i don't buy it

I was the same way, but epubs can be quite good now, even for highly formatted technical content.

Why is that, if I may ask? Do you print all your e-books? I find PDF to be an inferior format for consumption on a screen.