Yeah, I didn't think page calls fit that well, but I am finding more and more traditionally published fiction books with page calls in their epubs.
As for what else I am doing, I have types set for each file, so if it's a chapter, it's labeled as such, same for TOC, cover, title, etc. I also just ignore some alt tags and add the presentation role (it's perfect for chapter images that are just sort of lingering under the chapter Number). And finally, I've converted all my scene breaks to <hr> tags with a class that brings in an image through the CSS. I've also done a lot more like adding asides, but I struggled with the page number calls.
On the surface, I think they're good and should be used, but as you all have said, it adds a layer of unnecessary complexity.