How to achieve rich black in exported PDF?

InDesign CS5 on Snow Leopard. I have black set to display and output accurately (not rich black). Color settings are North America General Purpose 2. Proof Setup is set to Document CMYK U.S. Web Coated (SWOP) v2, so that I can see on the screen as accurately as possible what it will look like when printed.
A large, mostly black image covers my first page; it's an imported PSD. When I view the image in PhotoShop, it shows as 'rich black' - you know, on-screen 100% black. But when looking at it in InDesign, it appears a dull grey. It also appears a dull grey when exporting to PDF or printing it.
How do I get it to go to PDF and to print as crisp, perfect, 100% dark rich black?
If possible, I'd like it to appear on my screen roughly as it will in the exported PDF and the printed page.
Thanks!

Peter,
It isn't quite that simple. If you export PDF/X-4 or any PDF without color conversion at export, you may find that the subsequent printing system does in fact make some assumptions about R=G=B colors really being the equivalent of DeviceCMYK (0,0,0,K). This is often done at the RIP to resolve the problem of printing office documents, many of which produce only RGB colors where R=G=B is grayscale and the endpoints of (0,0,0) and (255,255,255) are the equivalent of DeviceCMYK (0,0,0,1) and (0,0,0,0) respectively.
Thus, my recommendation is that for any real control of black output using graphic arts software, do not rely on conversions from RGB to either give you pure black / grayscale or for that matter any rich black. It is too much of a crapshoot depending upon the rest of your workflow.
- Dov

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Screenshot of doc open in InDesign with text selected with black swatch selected:
Screenshot of doc in Acrobat pro seps with black unchecked:

Actually, a better question might be how you avoided the rich black using what you believe are the exact same settings over the past two years!!
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Then we must come back to why things supposed worked the last two years without specifying the “preserve values” option?!?!? One possibility is that previously your default CMYK color space exactly matched the output color space, thus bypassing any color conversion at all!
- Dov

How to achieve rich black in exported PDF?

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