Confused about cover "art" versus cover "page" (ePUB)

I'm just wrapping up the creation of my first fixed-layout book for the iPad, and treading a vicious circle in my mind over the difference between the cover art as I want my book to be represented within the iTunes Bookstore, and the cover page I see referenced in documentation, books, and sample code. In designing my book I have images/xhtml for the front and back covers (as you'd see in a printed book), and then I have a cover page within my book that acts as "the first page" to correctly align all following pages to work as two-page spreads. This interior cover page is intended to look different that the exterior cover page.
My confusion is in the specification of elements within the package.opf file. Is the interior cover page for a fixed-layout book supposed to specify as the "cover" in the <spine> and <guide> elements?
I think my brain is simply freezing around concepts that are probably too simple to grok.
Thanks!
John

Sort of... but not entirely.
I created two versions of my cover: one is simply a jpeg image, while the other is xhtml. Within the package.opf file I specified the jpeg in the "cover" meta tag, and this image appears on the bookshelf when the book has been loaded into my iPad. The xhtml version of the cover is the first item specified in the <spine> and <guide> elements so the reader can flip back to a nice full page cover (and back cover) while reading.
Where I'm now slightly confused is how the cover dropped into iTunes Producer relates to the cover image jpeg included in the epub file. Does this image:
Represent your book within the iBookstore?
Appear on a reader's bookshelf after the book has been purchased
For me, this distinction is very important, as my book is a fixed-layout landscape book of photography, and landscape book covers look pretty horrible on the bookshelf side-by-side with portrait books. As such, I designed a very nice looking portrait version of my cover which acts as the cover jpeg in my epub file. It looks good on the shelf, but once you start reading the full landscape version of the cover appears (which is what I want).
I'd also like the full landscape version to appear in the bookstore, but I don't want this to end up replacing what buyers see on their bookshelf.
Wish there was a little more clarity on how various aspects of a book directly relate to the bookstore.
John

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