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Proprietary tags are always ignored by decoders which can’t interpret them. So there really is no problem regarding these additional meta data. Every MP3 runs everywhere (if the decoder is somewhat decent), no matter what anyone has written in the meta data.
Cover art is a different matter, though. I believe embedding covers directly into the ePub is the right thing to do and I think that’s also in the specification. Now if iTunes really only shows covers that are labelled "iTunesArtwork" this would be pretty lame. Still, it might be interesting to see if other eReaders will show those iTunes artworks as well.
It’s interesting that this problem seems to be only related to ePub; my unprotected PDF files automatically show their embedded covers without any manual modifications. Which would suggest that this could be a bug or an item on Apple’s To-Do-list.
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