Until a publisher comes along who takes the effort to present eBooks properly, grabs a big share of the market and others follow suit. (see: iPhone for an example of how manufacturers take note of selling trends).
Which is NOT to say that I disagree that it matters.
I just expect it's going to get better, because the platform / technology is relatively immature. And I think it matters a lot less today than people who blog about things like this (or those who downvote dissenting comments about things like this rather than trying to be persuasive) might think.