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In a perfect world, the device would obey EXIF flags in the image (which specify the "natural" orientation of the image), and have some setting letting the user decide how to handle images larger than the screen (auto-rotate, shrink to fit, etc.)
But the world is not perfect, and you have too big margins, images that overflow the visible area, devices that automatically change the orientation when rotated (and devices that don't)...
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