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Another thought: how much of current devices having "portrait" screens is an artifact of designers trying to make them seem "book like"? There's an ergonomic factor involved in the width of the text, but a physical book which didn't reflect this in its physical proportions would be wasteful or awkward in a way which reading device need not be. My vote would be to go for convenience now with images rotated to optimize for a portrait display, but perhaps with metadata to allow the potential for correct display on future non-portrait devices? Rotating with SVG seems the worst of the options though -- only achieves the desired effect on a small number of viewers ATM and provides no ability to use the metadata to make an intelligent rendering decision.
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