My first thought on this is that EPUB is not fully portable either ... it's just non-portable in a different set of circumstances. If you want to publish on the internet, for general consumption, just use plain html. That's about as portable as you can get without moving into raw text.
Plain HTML isn't so good if you want to include images in your document or have multiple pages. You end up making the user download a whole bunch of files if they want a copy of the document. The great thing about EPUB is that all the files are bundled together in a single .epub file. You can copy the file and move it around without worrying about keeping the structure intact. I think that perhaps the main issue curr…
Am I missing something? This is practically the only thing that vanilla HTML is good at?
It seems like you could get all the benefits of EPUB with an archive of HTML files.