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Blind omnidirectional image quality assessment (BOIQA) presents a great challenge to the visual quality assessment community, due to different storage formats and diverse user viewing behaviors. The main paradigm of BOIQA models includes two steps, ie, viewport generation, and quality prediction, which brings an extra computational burden and is hard to generalize to other visual contents (eg, 2D planar image). Thus, in this paper, we make an attempt to solve these issues. First, we experimentally find that BOIQA can be formulated as a blind (2D planar) image quality assessment (BIQA) problem, ie, the first step - viewport generation - is no longer needed, which narrows the natural gap between BOIQA and BIQA. Then, we present a new BOIQA approach, which has three merits: ie, viewport-unaware - it accepts an omnidirectional image in the widely used equirectangular projection format as input without any transformation; unified - it can also be applied to BIQA; and generalized - it shows better generalizability against other competitors. Finally, we validate its promise by held-out test, cross-database validation, and the well-established gMAD competition.