That JPEG thingie is a different story altogether - you can't SAVE a jpeg with rotated *pixels* without quality loss (or file size increase). EXIF is a different story altogether. The cam should always save the image as recorded. the EXIF based rotation should be *on screen only*, e.g. when the jpeg has been decompressed, which is not an issue for viewers. Yeah, I know, it's more convenient to set the orientation flag to zero and just rotate the pic, but it's a Bad Thing.