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You can't generalise, because there are many e-book reader programs, and all of them work differently.
In the Calibre e-book reader program, for instance, the user can design a personal stylesheet, which is an optional choice by the user. That is a user-customisable stylesheet which, if present, will over-ride all the css settings embedded in the e-book (in so far as they conflict with the stylesheet).
The reader program is designed to be able to over-ride the fonts specified in the ebook file in this manner, in case the user doesn't have those fonts on his device.
There is an option open to the ebook publisher : embed the fonts in the file. Then the user doesn't have to provide for not having them. But it does make the e-book file much bigger, which can be very inconvenient for the user. Many devices are slow, and under-powered.
The future gives all the advantage to the user. The user-groups will deliberately ensure that this is so. This is called freedom of choice.
What the publisher can do is provide the most user-friendly experience possible. This includes NOT issuing huge files, stuffed with obscure fonts that slow down the user's ability to scroll through the e-book.
Proprietory fonts are not welcome if they have a negative impact on the end-user. Learn to do things in a user friendly way, so that the user has no motivation to override the e-book's default settings.
Real books, made of paper, generally use only a small number of industry-standard fontfaces. This should also be the practice with e-books.
Develop industry standards for e-book files, and for e-reader devices, to improve compatibility between the books and the reader program.
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