You're taking the extreme view that I mentioned an ad and that invalidated the rest of the examples. Try not cherry picking?

>Have you read a novel? It's just text in paragraphs.

I take offense to this attack. Have _you_ ever opened a novel?

Typesetting matters a whole lot. Go convert an novel's .epub to .txt and ditch all of the fancy design, read it start to finish and tell me it's the same quality of experience. It isn't and you know it isn't. Hell, even different size prints of the same book are differently enjoyable. Your rants about ads do not invalidate the merits of design.