The Three Things that Can Transform eBook Development

Developing next generation eBooks that have complex non-narrative content is like web-development was in 2001. You are dealing with a sea of balkanized reading platforms, many of which have buggy implementations of web standards, little documentation, and make it difficult to even do simple things well.
Designing eBooks in this world is a frustrating exercise. How can we move the needle and improve the state of the art across many of these reading systems so that eBook development becomes not a struggle and a pain but a joy and a pleasure?
Image by martinak15
I think a strategy of three key things could help to drastically change eBook production in the eReading world: Document, Score, and Shame/Success.