Reading plain EPUBs on whatever device has been a fairly good experience in my opinion, given that that is more or less just going to be the physical book in digital form. Then again, the only way I think people actually find those are through free online downloads and not any actual store front.

Given the choice between 'tainted digital experience' and 'plain analogue experience', I can't blame consumers for choosing the latter, but the 'plain digital experience' does exist. It's just not sold.

I wonder how long it's going to take before the analogue experience becomes tainted. It's, sadly, not unthinkable to put ads in books. I guess there's little point from the perspective of the relevant people if they can't make those ads personalised, but maybe if the enshittification goes far enough, it could happen.