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I had the same problem while trying to set different DisplayOptions for different sites for ContentAreas. I was trying to do this from an IInitializableModule but the sitename was not know at this point and if I used wildcard on one of my sites it allways returned that one site.
So i had to move my DisplayOption initialization to a later stage in the startup where sitename is known. I'm not happy with this solution and would rather have my initializations in initialization modules.