The display width of a tag's contents is calculated on the basis of the physical screen width.
The display height is a whole other kettle of fish, no one seems to quite agree on what 100% height is, except that it is not the screen height. Therefore I calculate the width so that the height is 100% on a 3x4 screen.
The lack of info about physical screen height is a real pain in the neck when it comes to getting images right; don't even get me started on ragged images...
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