Scrolling and page flipping and are the two main modes when we are searching something in the internet. Which one do you prefer?
Firstly, Scrolling has been used for those sites that have wonderful user interfaces. It usually attracts more users without clicking unlimited buttons. Yet scrolling interface may run slowly and unstably. So if the document or sites contains hundreds of pages, we'll never know where will be the end. And it may similar to be a PDF viewer. Then who would have interest in it?
Secondly, Page flipping is fast without the time for further pages reloading. It was common on news sites ten years ago but has almost disappeared now. But it still is the main mode in iBooks on iPad and Kindle, as if they were made by the flipping book creator. Some persons may hate page flipping, since page detracts from our reading speed and comprehension by breaking sentences and paragraphs in the middle.
Personally, I would go for page flipping for e-books but scrolling seems to be more "natural" when it comes to reading magazines or promotional folders. And I think the ideal interface allows users to change how they read text - page by page, manual, or automatic scrolling. What about you?