Hm, well, I guess I meant more something like "Fit in the screen".
What I meant is that I am looking for option that will rotate the image so it will fit most of the picture on the screen, regardless of EXIF tags.

Since it's a handheld, I guess it'd make sense to have it as an option, at least somewhere in the settings.

The program that came with the device already does it (try viewing 800 x 480 image in Fullscreen mode) and it's the only reason I still use it instead of Quiver.