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Very often printed books will have a combination of "landscape" and "portrait" orientation illustrations. Eg, the original illustrations for Dickens' books were printed using whatever orientation fitted each individual illustration best. There's no reason that the same couldn't be done for eBooks. It doesn't work so well if you're reading on a monitor, of course, but I'd guess that the overwhelming majority of people read eBook fiction (perhaps not reference books, though) on portable devices.
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