Paul Luna rightly bemoans the state of most ebook typography. What he doesn’t discuss is that (most) publishers apply the same logic to ebooks as they do the printed page, yet no website I’ve ever seen uses print formatting conventions.
What do websites and ebooks have to do with each other? The web is how most of us read digital words; we are familiar with the style. It makes sense (to me at least) that ebooks would follow web conventions and not print.