ability to specify what field to use for a title

The Lightroom publushing service is great, but it would be very useful to be able to specify what IPTC field to use for the title of an image, instead of automatically using the title field. If we cannot choose the field, it would be better to use Headline, as title is meant to be used to describe the filename.
Jeffrey Friedl's LR plugins are a great example of how flexible title fields can be.
Also, I should be able to upload an image once, and apply a watermark on the site, rather than to have to upload a low-res image with watermark via LR, and then do a separate upload of a high-res image, outside of LR, without watermark, for the store. Very inconvenient!
Thanks!
Rogier

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