I agree. What annoys me is when not very artistic mediums like scientific articles force a fixed page layout. It gets even worse when you have to hunt down the relevant figures over the following pages because they couldn't be put on the same page due to lack of space. Also opening a figure in a separate window isn't much a thing either for pdfs.
I definitely prefer to read research papers in html. I like to zoom in a lot when reading a long piece on my computer since it helps me read faster and keeps me from getting distracted. I've been thinking about working on a side project where I convert pdfs to html for academic papers.
One benefit of PDFs for research papers is that you can easily save them to your own computer, build up a library of them, highlight lines with functionality built into most PDF readers. I generally prefer HTML for reading, but PDF has some benefits, too. Granted, most of these features are also available for HTML. But for some reason you need to look for browser plugins in order to highlight HTML pages, whereas in PDF you can just use the feature. And PDF is always about the content whereas HTML also typically contains navigation and other distractors.
I have installed an extension named "single file" in my browser, which allows me to save any webpage, as it looks right now in my browser, as a single HTML file. Images and CSS is inline, javascript (I think) is removed. Quite handy when you prefer a folder and file based workflow.
Epub is ok, but it has no support for math equations (practically all implementations just dump them into raster images) and HTML's typography leaves much to be desired.
There are plenty of good reasons why TeX and LaTeX are still the workhorse of scientific publishing in spite of the emphasis on fixed format layouts.
Somehow related: I find Snappy Snippet extension (for Chrome) very interesting. It's supposed to let you make a "live" screenshot of a DOM element. Unfortunately, I've not tried it much as I only rely on Firefox in day to day browsing.
Ugh, I really hate when I stumble upon a research paper only available in html and not in a standard two-column pdf - I find it much harder to read in general