"We decided that the best way to achieve the feeling of a real world book is to simulate the good parts of the analogue reading experience while still leveraging the benefits of the digital realm in areas such as navigation. A lot of effort went into the graphical and interactive treatment of the reading flow - especially how the pages of the books flip from one page to another."

http://www.html5rocks.com/en/tutorials/casestudies/20things_pageflip.html

http://www.20thingsilearned.com/en-US/old-vs-new-browsers/1