Changing the cover at the Metadata level does not actually embed the cover in the ebook file. When you send the ebook to the device if calibre can identify the cover image INSIDE the ebook file it will sunstitute the one you supplied.. However many eBooks to not have the cover clealy identified, and for these you have to run a conversion (even if it is to the same format) to actually embed the cover image in the flle.
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