Varytale has a selection of interactive stories online already, and you can publish your own or submit through them. However, when it comes to the reader experience I prefer the way that Inklewriter subliminally guides the eye so that you don't keep having to reorient yourself within the text. They are both worth trying out, though, and no doubt we'll be seeing more tools like this in future.
I'm interested in the way that interactive literature (a subset of interactive fiction, which I use to mean any story that is interactive whether text-based or not) works differently on screen than on the printed page. In traditional print gamebooks, you are turning pages to read just as you would in a regular book, so there is no special compulsion to rush to the next choice - that choice is just an instruction which page to turn to next. On screen, however, there is the powerful allure of the button. There, when the choices are just between two courses of action, I find myself skimming the text in my rush to make the next choice.
What's the solution? Well, you could make the choices more interesting. Rather than read a half-page of text followed by "Do you parry or dodge?" I'd prefer several pages of text and then be faced with a choice I have to consider very carefully. Or you could embrace the speedier read, as Jamie and I did in the Fabled Lands books, in which case your book starts to look more like an old-time text adventure: "You are in the rolling hills north of Metriciens. Go north, west, east or south."
Or you could eschew plot-based decisions in favour of the kind of character-driven interactivity I used in Frankenstein. Ask a friend if they want tea or coffee and it's a snap decision, so who cares how you phrase it? But ask them about a moral choice or what they thought of a movie and you've got a discussion going.
What's interesting about ebooks generally is that they are not just books on screen, in the same way that movies aren't plays and television drama isn't cinema. A subtle difference in the reading experience can have a profound effect on the content. It remains to be seen how this will affect the interactive literature of the future.