Well, my reader doesn't rotate the images, so in the case of a very wide image, say three times as wide as high, if I put it upright my Kobo HD will give me an image size of 1080 x 360 px. If I turn it by 90 degrees, I will get 1440 x 480 px, which means a picture area larger by 77.8%.
If you have a reader that does auto-rotate, you're perfectly right, of course. Hence: two versions needed.
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