Having a retailer acquire their metadata from inside the ePub is problematic:
- Retailers may sell content other than ePub (ie PDF,Mobi, or even paper), with varying metadata capabilities ranging from none to ePub.
- Retailers may require metadata that should not be stored in the file, either because of sensitivity, size or variability (such as pricing information, larger thumbnails, etc...).
So I'd be willing to bet that most retailers are using a separate metadata feed from the files.