Why is the Kindle document format so simplistic?

Kindle seems to be keeping the formatting as simple as they possibly can, and we expect that as more competition comes into the market, the formatting will become more sophisticated.

Soon we’ll start seeing that a lot of publications will only be available in a digital format, and not in print. As Kindle, Nook etc. see the need for advancement in the technology, they’ll adjust accordingly.

Even more, the ePUB community is constantly developing the framework, and as long as readers continue to accept it as the standard, the devices will grow along with it.